COMMERCIAL SALES PROMOTION EVENT - KENZO - TOTEM - PARIS

A new fragrance with a sense of the rhythm!

Already well accustomed to Street Marketing and Guerrilla Marketing practices, Kenzo, the luxury fashion house and perfume maker, reiterates its collaboration with Urban Act to unveil its new Totem perfume collection.

This major event took the form of a "The Kenzo Totem Tour" that would go around the Sephora stores of the major cities like Marseille, Toulouse, Bordeaux, Strasbourg, Lyon, Nantes, and finally Paris.  

The objectives of this campaign were to introduce the brand's universe to the public, create brand preference and affinity, and generate traffic to the stores. To this end, Urban Act has created an experiential event that combined Street animation and Product sampling.  

An ephemeral dance floor and XXL Totem perfume bottles were set up in the streets, for dancers to perform a live performance. The experience was further enhanced with photobooth allowing the passers-by to participate in the #KenzoTotemTour photo contest launched on Instagram.

The rule is simple: Take a photo with your tribe (friends) and post it on Instagram with the #KenzoTotemTour hashtag and the @KenzoParfums mention. A jury will select 30 finalists, the winner of the best photo will win a trip for 3 people to the desert, while the others will each receive a Totem Fragrance.

A Street and Guerrilla Marketing campaign that combined Street Animation and Sampling in order to give a festive and participatory dimension to the launch of Kenzo's new fragrances.

A moment of sharing and conviviality that helped the brand to create long-lasting memories and powerful bonds with its audience!