Estée Lauder is bringing an air of modern chic to the streets of Sydney, Melbourne and Brisbane with an innovative new outdoor campaign.
The campaign features custom built Try, Vote & Sample Voucher Dispenser JCDecaux Innovate panels. The panels display two bottles of Estée Lauder’s fragrances Modern Muse and new Modern Muse Chic.
The build prompts the passer-by to place their hand into the display box where a sensor detects their wrist. The bottle then spins around spraying a sample of the scent directly onto the wrist. Once the consumer has tried the fragrance they can vote for their favourite scent and then a voucher is dispensed.
Siobhan Dunn, national marketing manager – Estée Lauder, said: “We are thrilled to be partnering with JC Decaux on such a unique and first to market innovative outdoor concept. It allows us to bring fragrance to life outside the traditional retail environment and we hope to attract new customers to our brand by encouraging them to interact and engage with the panel and fragrance. We specifically chose sites with high traffic at the doorstep of our major stores in order to encourage customers to visit the counter, redeem a sample and hopefully purchase.’’
Danni Robinson, Innovate operations manager – JCDecaux Australia said: “Providing engaging and rewarding experiences for audiences is at the heart of truly effective Innovate campaigns. By combining interactivity and sampling, Estée Lauder have created real value for their audience.”
The Citylights campaign and accompanying Innovate panels are live in Sydney, Melbourne and Brisbane until December 8. Innovate panels are located at Pitt Street Mall, Sydney, Melbourne Central Station, Melbourne and Queen Street Mall, Brisbane.
Media agency: OMD
Client: Estée Lauder