Since 2013 digital agency Biborg and beauty and fragrances company Coty group have been working closely, producing 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 in line with the brand image and brand universe.
For Biborg, this collaboration is based on the evolution of Coty group, seeking to create digital solutions that are fully integrated and adapted to the group’s target audience, digital channels not being actively used by the group until then. Some of the campaigns that have come from the partnership include Chloé Eau de parfum, See by Chloé, Roses de Chloé, Just Cavalli and now Chloé Love Story.
“Our role with the marketing team at Coty has two aspects — first we create the campaigns with them at 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 in markets like US, France, Spain, Korea, UK, directly setting up specific campaigns or supporting local agencies,” said Bruno Luriot, Business Director and Biborg’s Co-Founder.
Chloé Love Story: a multi-screen digital campaign
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 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 multisceen ‘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.
“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,” added Aurélia Hirsinger, Digital Marketing Manager at Coty Prestige.
Project Name: Chloé – Love Story
Campaign: Love Story Launch
Launch date: Q3 2014
Marion Lesieur: Product Manager
Aurélia Hirsinger: Digital Marketing Manager
Bruno Luriot: Business Director and Co-Founder
Hedy Magroun: Creative Director and Partner
Marie Trocmé: Account Manager