COTY used memo-scenting to launch its new fragrance and create standout in a competitive market.

1. Davidoff
The
Game
Memo-­‐scenting
Summary:
To
launch
a
new
fragrance
COTY
challenged
OMD
to
come
up
with
an
innovative
approach
which
would
create
standout
in
a
competitive
market.
OMD
along
with
The
Daily
Telegraph
created
a
‘Media
First’
solution
which
made
COTY
the
first
UK
client
to
launch
a
fragrance,
sampling
its
scent
on
the
front
cover
of
a
national
newspaper.
Background
and
Objectives:
Monthly
magazines
are
the
traditional
marketplace
for
scenting
although
they
can
be
a
cluttered
environment.
Scented
section
breaks
are
the
norm
and
often
expected
by
consumers
so
therefore
fail
to
offer
the
genuine
standout
required
for
a
new
product
launch.
Our
objective
was
to
create
as
much
standout
and
talk-­‐ability
around
the
fragrance
launch.
COTY
is
not
a
typical
newsbrand
advertiser,
however
after
extensive
research;
OMD
uncovered
the
French
newspaper
L’Equipe
in
which
Christian
Dior
had
utilised
a
similar
execution.
Using
our
contacts
at
OMD
Paris,
a
copy
of
the
newspaper
was
sourced
and
delivered
to
OMD
London.
Once
the
newspaper
was
in
hand
conversations
began
with
the
UK
Quality
press.
Insight
and
Strategy:

2. News
brands
are
immediate
and
play
a
key
role
in
purchase
consideration,
we
were
after
mass
reach
on
the
day
of
launch
and
ultimately
driving
consumers
into
store.
With
the
media
channel
agreed,
COTY
desired
an
alignment
with
luxury,
sophistication
and
a
media
partner
with
strong
fashion
credentials.
Both
the
Times
and
Telegraph
were
identified
as
the
key
platforms
for
this
scenting
approach.
Insights
on
scenting:
We
know
from
previous
research
on
the
scenting
category,
that
scent
trial
through
well
executed
mechanics
increase
purchase
consideration
by
60%.
Male
consumers
are
will
be
75%
more
likely
to
commit
to
making
a
purchase
through
scenting
trials
in
an
credible
environment
The
Plan:
A
Memoscent
execution
in
the
Daily
Telegraph
on
the
day
of
launch,
supported
by
display
activity
in
Evening
Standard,
Guardian
and
City
AM
which
coincided
with
brand
to
hand
sampling
at
Canary
Wharf
tube
station
all
taking
place
on
30th
January
2013.
Results:
In
the
first
4
days
of
sales
Davidoff
the
Game
achieved
a
number
one
ranking
in
Debenhams
'men's
new
launches',
knocking
the
highly
successful
Spice
Bomb
out
of
pole
position
and
Prada
Luna
Rosa
out
of
the
top
three.
We
also
managed
to
outperform
our
key
competitor
and
the
biggest
seller
of
2012;
James
Bond’s
007
fragrance!
Furthermore
we
were
challenged
to
achieve
a
number
five
NPD
ranking
at
launch
but
we
exceeded
expectations
and
realised
a
number
3
ranking
amongst
all
male
fragrances.
The
success
of
this
launch
also
outperformed
the
previous
launch
of
the
Davidoff
house;
Champion
which
reached
a
number
4
ranking.
Total
sales
for
the
first
4
days
of
trading
accounted
for
a
huge
23%
of
the
target
for
the
month.
Client
View:
“We
are
very
excited
Davidoff
'The
Game'
is
the
first
brand
to
use
the
innovative
perfumed
memostick
which
makes
it
possible
for
consumers
to
discover
the
new
Davidoff
fragrance
directly
on
the
front
of
a
UK
newspaper.
The
fragrance
sample
on
the
front
of
The
Daily
Telegraph
is
an
innovative
start
to
an
exciting
media
campaign
for
our
new
masculine
fragrance
Davidoff
‘The
Game’
and
we
believe
there
is
strong
synergy
with
the
consumers
for
both
premium
brands.”
Armelle
Poole-­‐Connor
COTY
Prestige
Marketing
Manager