September is a key time for fragrance launch campaigns as they allow audiences to discover and fall in love with a scent in time to add it to their Christmas wish lists. Perhaps with this in mind, LVMH luxury fragrance house Dior commissioned LEAP for integrated advertising production services for the UK launch of their new Miss Dior Eau de Parfum. The multichannel campaign headlined by ‘Wake Up for Love’ starring Natalie Portman, required versioning production for TV, VOD, press and OOH with the added excitement of preparing a DOOH screen takeover of London’s iconic Piccadilly Lights.
LEAP’s dedicated account director worked closely with Miss Dior’s brand managers and our integrated production teams to oversee a smooth-running workflow. The challenge would be to quickly deliver all the versioned campaign assets within a short turnaround time once the master global creative was available for localisation.
London’s Piccadilly Lights are a unique DOOH format with their own particular requirements, but that didn’t faze the LEAP production teams. LEAP’s editors produced video adaptations to deliver four different creatives that would meet the technical specifications of the site and the strict creative guidelines set by Westminster Council while our account directors obtained the required approvals from the media owner to allow our client’s fragrance campaign to shine. (Video above produced by Ocean Outdoor).
Our post-production teams also provided versioning, technical QC, clearance, TV admin and broadcast delivery to adapt the client’s master creative film for 30 second commercials as well a 40 second version to run alongside special ‘ITV Introduces’ and ‘STV Introduces’ spots to premiere the campaign during the new series of Grantchester. Our team’s efficient work ensured that the content was approved for broadcast and reached its intended audience without any pre-launch leaks or late copy fees.
Through careful preparation and checks, our repro and colour experts ensured that the press ads and printed outdoor campaigns would evoke the beauty of a thousand shimmering and colourful flowers that the new fragrance embodies, wherever they appeared in the UK. This was particularly important for the special triple page booking with sampling activity to showcase the fragrance launch in Vogue’s October issue.
Dior’s brand team were delighted with the efficient and effective work of the LEAP production team in making the Miss Dior fragrance launch a success.
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