Perfume advertising is not often creatively adventurous. The executions might be wild, but the idea – or non-idea – tends to remain consistent.
CJ WORX gave Thai fragrance brand, Journal, an advertising idea that is way outside the road usually travelled. The Magnetic Attraction Wristband tester. The wearable tester was more than just fragrant, it was embedded with NFC technology. Wearers could simply tap wrists to exchange social handles or contact info. Point of difference (and novelty value) – super-high. Shareability on social media – super-high. Idea linked to the brand’s core purpose – super high. The idea is glued to the purpose of fragrance – enhancing your attractiveness.
The full campaign included a high-energy launch event, real-time social content, influencer reviews, and organic user-generated posts. Sales grew by more than 50% in the campaign’s first week.
