Prestige Brands Australia has launched an innovative awareness driving campaign to unveil its newest fragrance – leveraging Australians’ love of being out of home and utilising innovative live-entertainment technology to present a spectacular drone lightshow against the backdrop of Sydney Harbour’s night sky.
With the media strategy, planning and buying led by Spark Foundry, the campaign aims to strengthen the women’s portfolio with scale, impact, and memorability in mind – achieving cut-through with the brand’s core and broader audience ahead of Christmas time by deploying 500 illuminated, choregraphed drones to truly ’paint the town purple’.
To support the launch of the fragrance, some of Sydney’s hottest VIPs were hosted onboard a luxury cruise liner with optimal views of the 10-minute aerial display – creating an emotive and unforgettable experience for viewers to share via social channels. Australian Traffic Network (ATN) is the media partner for the drone activation, which was amplified by PR strategy via EVH.
The fragrance campaign also includes tactical placement of premium large format and street furniture OOH in Sydney and Melbourne CBDs, within proximity to retail precincts and high-dwell commuter hubs. Activity will be supported by editorial and digital partnerships with Vogue and Marie Claire, amplified by YouTube and TikTok video content designed to strategically target the brand’s core audience.
Prestige Brands Australia’s director of business and marketing, Jessica Charlesworth, said: “To celebrate Australia being one of the first countries to launch, we could not have imagined a better way of bringing the ‘endless summer’ fragrance to Sydney. Content generation and amplification was key to broadcasting this unforgettable experience, leaving the new fragrance as the must-have for Summer. Thanks to the team at Spark, ATN, and EVH for hitting the brief of driving maximum reach and visibility across the entire campaign. The launch has broken all targets and is one of the most successful fragrance launches in Australia.”
Spark Foundry general manager, Peter Roins, said: “Spark is delighted to paint the town purple for Prestige Brands Australia – bringing the campaign to life in collaboration with the Australian Traffic Network and EVH. We’ve tailored our media execution to leverage iconic brand codes, reinforcing this with digital targeting innovations to keep the brand top of mind this season.”
The fragrance campaign will run through the start of summer, until the end of the year.
