Grand Union
Hugo Boss
Hugo Urban Rules
Integrated music campaign, involving user-generated content, social media and live events.
P&G's Luxury Fragrance team selected us to develop a year-round strategy to deliver strong ROI and 'Commercial Innovation' for their prestigious fragrance brand Hugo Boss.
The business problem
The challenge was to maintain a year round dialogue with consumers to drive incremental sales outside of the key fragrance sales periods of Christmas and Valentine's Day. The campaign was to be judged against P&G's four measures of Equity, Awareness, Loyalty and Trial.
The process
To connect with the core target audience via a grass roots urban music programme with a focus on social media and user generated content. We negotiated and managed programming and editorial partnerships with MTV, Kiss and Galaxy radio networks, RWD magazine and TheHookUp (MySpace). We worked alongside music and consumer PR agencies to maximise awareness of the campaign.
The product
Hugo Urban Rules, a programme dedicated to educating, developing and showcasing original urban music talent. Online communities offered the opportunity to take part in nationwide music masterclasses and to perform alongside headline artists such as Amy Winehouse, Estelle and the Sugababes at a series of televised gigs on MTV. A dedicated microsite and social media activity (MySpace) underpinned the campaign. Through these online communities aspiring urban artists and music fans could connect with and learn from industry experts and established artists. Music fans could request tickets to the live gig and fragrance samples. The MySpace community also selected monthly unsigned acts to receive national radio airplay. The campaign was supported by in-store promotions, including GWPs and in-store events. Footage from the gig was captured and uploaded to YouTube and the campaign communities, allowing consumers to share the expertise of the masterclasses or simply revel in the night?s events.
The outcome
EQUITY A-list music artists inc. Amy Winehouse, Estelle and Sugababes Nationwide masterclasses and events AWARENESS 85,000+ gig ticket registrations and masterclass applications 15,500 video views Fully integrated campaign: experiential, broadcast, radio, online, social media, print, PR activity, street marketing LOYALTY 35,000+ unique users to campaign microsite and MySpace profile TRIAL 237,000+ samples requested online
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Quote
“We were the first agency to bring together Amy Winehouse and Procter & Gamble to launch an urban music talent competition within social media using MySpace and MTV. The campaign won the Best Holistic Marketing award for P&G across Europe.”
Anna Watkins
CEO
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Here's a selection of the beautiful people who contributed to this project.
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Account Manager
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Creative Director
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Creative Director
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Design Director
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Our work
Hugo Boss in numbers
85,000 Gig ticket reqistrations and masterclass applications
237,000+ samples requested online
