Mont Blanc: Legend fragrance

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Title

Mont Blanc: Legend fragrance

Advertiser:

Mont Blanc

Year:

2013

Source:

http://www.outsmart.org.uk/

Product Category:

Consumer Packaged Goods, Health / Beauty / Personal Care

OOH Format:

Outdoor

Country:

United Kingdom

Objective:

Mont Blanc were looking to promote their Legend brand of fragrance in the face of stiff competition. Out of Home was chosen to provide the necessary standout and status for the Legend brand.

Target Group:

Male and female adults.

Strategy and Media Used:

A mixture of high profile, ultra-premium digital screens and backlights were used to deliver standout and high impact across key London locations. In addition, iconic roadside digital sites and mall screens were used to underpin the brands premium status further.

Results:

The results were outstanding. In the first burst of OOH, market share was 35% higher in London zones which were supported by DOOH, as compared to the national share. Mont Blanc Legend achieved its highest ever market share during the month in which the burst of OOH activity took place. In addition, there was a significant increase in YoY sales, 2013 sales were 64% higher than the previous year. There was a 103% increase in sales from January – June 2013 versus January – June 2012.