Once succeeding my film to relaunch Eau Sauvage I will create an event for the occasion producing an invite for this 'Premier Event' as a touchpoint. The press launch event will contain a press release and a card invitation for exclusive clients, media, Journalist, celebrities and fashion industry blogger to promote the fragrance in the media and communicate with the public.
For Eau Sauvage I feel that it is important within the present marker you have to make yourself recognised and produce an experience for your consumer so they can really connect with the product and appreciate the story behind the campaign.
For my first touchpoint I have created an invite that will be sent out to whom is invited as well as a press release to explain the nights events. The press release will describe what will be taking place so the attendees can come along, journalist and media can promote the night as a big deal.
I have also produced a 'behind the scenes' film on my Eau Sauvage Campaign for the audiences and consumers of the product can see how the film was put together and the unseen footage. Many people enjoy watching these films as it can really be beneficial for the brand as they can be more enjoyable and exciting the original campaign.
Many behind the scene footage was not really available before the time of Instagram and Twitter. In most cases a behind the seen uncut film is also expected from the media start away whilst the launch of the campaign is taking place.
Location of the Launch Campaign:
Dior in Covent Garden is a beauty boutique in the market building which sells couture to ready-to-wear womans- make up collection, skin products and fragrances it is also known as a 'pop up' store. A popup shop is a temporary store at a designated venue the purpose to attract consumers long enough with exclusivity, surprises and excitement. The venue has been a great success and been around for two years. It is well known for its exceptional events and services which is why the location is a great for me to launch my campaign. Dior for men is a strong weakness in the brand, the products do not sell as quickly as Dior for women. Releasing my campaign at this location in London a high tourist attraction and a high end shopping area will really give the campaign a great commercial. I aim to launch before christmas to drive sale at this business period, which will profit my product and campaign.
I will launch my campaign on Saturday 20th December a week before christmas, on the day my main model 'Edward Jenner' will be their to take photos and autographs with the public, to aim for the event to be transmit around social media, he will also be signing the first 5 bottles sold as push to get the public involved.
Christmas Gift Wrapping at the Store:
I created Christmas gift wrapping for my product as a touchpoint once the campaign has been launched this will be available in limited stores only and is a exclusive christmas event special. I felt the green has a christmas feeling and a stereotype of christmas tree however the product itself it green so the idea fits really well together I want to launch this packaging at the same time the campaign is launched so the public and media are aware that this luxury packaging mean 'Eau Sauvage'
Location of Event:
8 Northumberland Avenue is the biggest and best central venue in London, it is well known for it fashion shows/designer evenings. It is positioned 100 yards from Trafalgar Square, with two luxuriously stunning ball rooms and other function rooms that accommodate up to 1.5 thousand people. There will be a white bouquet of flowers on each table to express Christian Diors love for floral things. The catering at the Event will consist of French snack and appetisers in relation to the brand heritage and French designer. The event will take place on the 12th December a week before the launch of the campaign in Covent Garden.
The organisation has not long had a multi million pound refurbishment, therefore holding my event at this location will be modern and deluxe. The Ballroom has just recently open to event for the first time in over 70 years, which would be a great arena to celebrate within. The high ceilings, stain glass windows and glistening chandeliers give the venue a great ora about it, very classy, stylish, sophistication and privacy which is just what I need. However the decore of the venue is of the greatest Victorian interiors remaining in London, which gives it a historical/older feel just like the fragrance 'Eau Sauvage'
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