Dolce & Gabbana
Dolce & Gabbana Light Blue at P&G challenged my team to create a brand experience to drive trial in duty free (travel retail) and drice excitement surrounding the new fragrance. Additionally, the challeng to leverage new technologies that would stop consumers in their tracks, delight and encourage them to savor this unique brand activation was key to its success.
In the role of Client Director, I led concepting, managed the creative expectations, aligned our creations to brand’s DNA and business strategy, led brainstorming, managed key brand assets and budget as well as all client liaisons. The talented creative team, conceived of a number of options that elevated the brand’s DNA to a unique multi-sensorial brand experiences. These concepts incorporated new technology and sound experience while hero’ing the fragrance and focusing on driving trial and engagement.
P&G Prestige Fragrances
for Dolce&Gabbana Light Blue
1. Interactive Touchscreen Table where upon engaging with the screen, a scent animation would begin to elaborate and romance the scent elements.
2. The world of Dolce&Gabbana Light Blue “Sound Globe”. Here the curious traveler could enter the brand’s intimate world, whisking them away from the bustle around them, fully envelopping them in the fragrance visuals, sound and scent experience.
3. The Touch Screen Wall offered a more accessible view of the fragrance animations to passersby enticing them in. Here the brand’s water aspect, sound as well as fragrance bursts enticed the travelers to engage further.
All options focused on data collection to further client engagement, and CRM as well as a drive to POS online or offline.
Costs and Logistics: Lastly, as these options were required to be mobile, moving from one luxury flagship to another. I gathered technology, design, build, and shipping costs to compile a general feasibility report based to present to the senior brand team.