The Brief:

Ralph Lauren Fragrances set out to create an impactful event with multi-sensory and personalised touchpoints to launch its new fragrance, Ralph’s Club Elixir. The launch would combine an exclusive, invite-only preview featuring A-list celebrities with a two-week public showcase for greater awareness.

The Strategy:

We developed a 360° marketing approach that included PR, social media, celebrity management and event creation for the launch.

The launch event was proposed to be held at The Shoppes at Marina Bay Sands for high impact and visibility with Singaporeans and regional tourists. The pop-up featured five distinct and immersive spaces showcasing different experiences of the fragrance through digital story-telling that engaged with visitors and tracked the user journey.

The pop-up launched with a party featuring a live performance by local singer Tabitha Nauser. Attendees included local and regional celebrities, as well as Chinese singer, actor and Brand Ambassador, Xiao Zhan, who graced the event.

To maximise the client’s ROI, the pop-up remained open to the public for a further 2 weeks after the launch.

The Outcome:

The event drew a huge wave of eager fans — garnering earned media value and reach across multiple social media platforms. Following the success of the launch event, the pop-up saw over a thousand footfall within the first two days.

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