Chloé

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Title

Chloé

Advertiser:

Coty

Year:

2011

Source:

Clear Channel

Product Category:

Health / Beauty / Personal Care

OOH Format:

Outdoor

Country:

France

Objective:

The overall objective was to increase Chloé perfume’s brand awareness and sales during the Christmas shopping period.

Target Group:

AB+ women aged 25-34.

Strategy and Media Used:

The campaign consisted of two creatives which were pre-tested and improved thanks to Clear Channel France’s 360° tool. One campaign promoted the modern and seductive side of the perfume and one promoted the freshness and natural side of it.

Clear Channel in France enabled Coty to benefit from a powerful nationwide network:

  • 100% backlit 8sqm faces
  • 30% of the faces were located in Paris
  • Covered 86% of the beauty shops
  • Ran on the prestigious outdoor digital screen of La Défense mall.

Results:

  • 32% recall for women under 35 years old.
  • 85%+ liked the campaign and associated it with the brand’s core values, i.e. femininity, luxury and modernity.