This is the "making of" Israeli launching guerrilla marketing campaign for Christina Aguilera's new perfume.
Concept: sometimes it's all you need to wear.
Solution: 150,000 of quality clothes hangers, with a perfume sample and a branded Christina Aguilera label connected to each hanger, were hung in public locations all over the country.
Outcome: Reaching over 1,500,000 consumers, the campaign led to the highest sales ever for a new perfume in Israel and got extensive news coverage in newspapers, TV and online. the perfume was sold out after 3 days.
Credits: Client: Diplomat Distributors LTD - P&G Perfumes Advertising Agency: Mizbala Interactive Agency: Websense PR Agency: Shalmor Communications Concept: Select NY Creative Director: Guy Dayan Copywriter: Dori Ben Israel Art Director: Liat Abadi Photography & Post: Guy Raz, Tomer Kraus Production: Tal Meir, Eliav Mendelson Websense VP Marketing: Nisso Larden Websense Account Manager: Shani Cohen Websense Art: Lucy Glazen Launched: January 2009