After the success of the international in-store campaign for Pure XS for Her last year, Paco Rabanne is again teaming up with agency Biborg to help them with the launch of their new TV spot, which reunites Invictus and Olympea for the first time, in a “Mad Max” style desert race. To further promote the fragrances, and the film itself, the agency created an interactive in-store and online campaign where users can themselves take part in the film’s Mad Max style race, and discover exclusive content from the TV spot on the brand’s website.
The in-store displays will be installed in Paco Rabanne flagship and airport stores around the world. Depending on its configuration, stores will either feature an iPad version or large-screen edition where players can control their characters behind a steering wheel or astride a saddle set up within the store, re-enacting the film’s desert race by dodging obstacles and collecting “bonus perfumes” as they speed to the finish line.
The campaign’s online activation offers an interactive version of the TV spot. Users can unlock “flashbacks”, bonus material like exclusive videos and “making of” footage, as well as enter to win complementary perfumes. The activation can be accessed through Paco Rabanne’s website, by clicking on the “rewind” icon directly in the film.
The operation launched late last month at Macy’s in Herald Square and is currently online in Canada, Mexico, Dubai, and Argentina. The installation will open in other countries throughout the rest of the year, including Portugal, Belgium, Spain, France, Chile, Uruguay, Colombia, Panama, Peru, Hungary, Malaysia and Singapore. Please don’t hesitate to contact us for a full list of retailers and dates, or for more information.
Brand : Puig
Agency : Biborg
Creative Director : Alain Puget
Agency management : Bruno Luriot
Brand management : Cécile Chouraqui
Production : Biborg / Alkemi
Inspired by best practices from the gaming world, Biborg – founded in 2009 – vow to create welcoming, non-intrusive, engaging and memorable experiences as instant invitations to connect brands with their audience.
Through Online Advertising, Digital OOH, Brand Content, Online Activations and Interactive Installations, Biborg catch the user’s attention and allow brands to explore new ways of engaging with their fans, in a playful way.
Campaigns both at a global and local level for clients like 2K Games, Bandai Namco Entertainment, Blizzard, Capcom, King, Netflix, Riot Games, Sony Interactive Entertainment, Ubisoft, Wargaming, Warner Bros. account for Biborg’s success over the last ten years. The agency’s high expertise in the entertainment & gaming industry is now being used with other brands like Coty, Louboutin, Opera National de Paris, PayPal, Puig.
Biborg stands for a beautiful digital world and freely explore avant-garde technologies and new interactive experiences with its teams in Paris, Nantes, Lyon and London.