Biborg Tells a New 'Chloé Love Story' with Digital Launch
Since 2013 Biborg has been working closely with Coty group - a major company in Beauty and Fragrances - producing the digital campaigns for both Chloé and Roberto Cavalli perfumes.
This year Biborg had the opportunity to handle the entire digital launch of the fragrance Love Story by Chloé, which had to be above all perfectly in line with the brand image and brand universe.
More than the discovery of a new industry along with exciting new challenges for Biborg, this collaboration is based on a real evolution of Coty group, seeking to create digital solutions that are fully integrated and adapted to their target audience, digital channels not being actively used by the group until then.
This allowed to establish a solid relationship between Coty and Biborg, working on campaigns such as Chloé Eau de parfum, See by Chloé, Roses de Chloé, Just Cavalli and now Chloé Love Story.
Bruno Luriot – Business Director and Biborg Co-founder: “Our role with the marketing team at Coty has two aspects, first we create the campaigns with them on a central level, developing interactive concepts in the most creative way. We have to deliver the assets in line with the needs of the territories while encouraging the most innovative and interactive ideas. Then we work on a local level: US, France, Spain, Korea, UK, directly setting up specific campaigns or supporting local agencies”.
Perfectly in-line with the print execution and TV ad, with the tagline ‘Unlock the fragrance’, the digital campaign was produced for most devices, aiming at developing awareness and creating engagement for the new perfume.
On desktop devices, an impactful interactive Homepage Takeover immerses users into the universe of the perfume, inviting them to discover the video. Two Rich Media units have also been developed for Google: a Youtube Masthead and a multi-sceen “add to calendar” unit displayed on Gmail to reach a masculine audience for Valentine’s Day.
The Tablet Ad – also available as a Mobile Ad - invites users to interact with the 3D recreated perfume bottle, the unit also invites to discover the advert video directed by Mélanie Laurent. Integrated links driving to the main website are suggested to the users, encouraging to extend the experience with a purchase.
A digital OOH creation has also been developed for the campaign in the department store ‘El Corte Ingles’ in Spain.
Aurélia Hirsinger - Digital Marketing Manager of Coty Prestige adds: “ Biborg have been instrumental in building our digital strategy and assets for the release of various Chloé fragrances over these past two years. Their creativity and knowledge of the digital space is equaled by the quality of the service they offer.”
Category: Beauty/health , Perfumes
Genre: Apps , Digital