Hugo Boss Ma Vie’s Transforms UK Shopping Centres into Hubs of Luxury and Style
Our campaign was centred around the launch of Hugo Boss’s new fragrance, Ma Vie, with the goal of driving sales, increasing visibility, and establishing a high-impact promotional presence in shopping centres across the UK. This was achieved through a meticulously planned five-weekend brand experience.
Campaign Strategy:
- High Footfall Shopping Centre Locations: Targeted key shopping centres nationwide to maximise exposure among diverse consumer groups.
- Engaging Sampling Experience: Distributed the fragrance on blotters, inviting potential customers to experience the scent and directing them to nearby retailers for purchase.
- Distinctive Brand Representation: Ensured the promotional space and activities perfectly encapsulated the elegance and style synonymous with Hugo Boss.
Execution:
- Promotional Infrastructure: Designed, built, and produced eye-catching promotional stands and points of sale, aligning with Hugo Boss’s premium branding.
- Comprehensive Staffing and Management: Managed all aspects of the campaign, from staffing to logistics, ensuring seamless operation throughout its duration.
- Brand-Focused Briefing Packs: Created bespoke briefing packs combining Hugo Boss brand information with EXECUTIONAL expertise to effectively train staff.
- Effective Logistics and Stock Management: Coordinated the distribution of fragrance samples and maintained stock levels to meet the high demand.
- Data-Driven Reporting: Provided a detailed web-based reporting platform, capturing key distribution data and staff feedback for ongoing analysis and improvement.
Impact:
The campaign was an overwhelming success, significantly boosting the visibility and sales of Hugo Boss Ma Vie. The strategic placement in high footfall areas and the sophisticated presentation of the fragrance attracted a large number of potential customers. Many retailers reported running out of stock during the sampling weekends, highlighting the campaign’s effectiveness in driving demand. This result is a testament to the well-coordinated execution and the appealing presentation of the product, aligning with the premium image of Hugo Boss.