POP-UP STORE & LIVE CONSUMER ACTIVATION FOR LVMH/ DIOR

LVMH / Dior

CHALLENGE: The new edition of the world-famous signature fragrance, Miss Dior, is to be presented in an eye-catching, stylish way and with a wide reach. VIPs, consumers, sales partners and the general public should hear about it in all channels – in the most emotional way possible.

APPROACH: A pop-up store in the middle of the Kö, Düsseldorf’s luxury shopping mile. Many events in and around it. Influencers, VIPs, press, sales partners, customers – all experience the brand’s key messages and features at different times. Consumers can book their exclusive fragrance experience online for almost three weeks and immerse themselves in the world of Maison Dior live. A true omnichannel project in times of pandemic, with trade and tabloid press as well as social media full of this impressive project. A sophisticated celebrity event strategy with top names, some of whom have never been seen in Germany before, ensured a high level of interest from TV and print media.

RESULTS: Above-average coverage in all media. During the campaign period, almost every consumer interested in fashion and fragrance heard about and saw this project. Sales of the new fragrance lead to sell-outs. More is not really possible.