Are you ready for a Playboy experience? In a shopping mall?
In early November, a team from Montreal agency Tank invited shoppers at high-traffic shopping centres to enter three Playboy booths. In preparation for the holiday season, the effort sought to increase the awareness of the brand’s three perfumes for women–called Spicy, Lovely and Sexy–marketed by Coty and launched in Canada last winter.
Visitors who entered the booths were immersed in a branded experience for each perfume and could sample each. Television ads for each perfume were shown as well. Each person who took part received a $3 discount coupon.
The five-second TV message (also developed by Tank) invited people to participate in the second part of the campaign, a contest on the brand’s Canadian Facebook page. By liking the page before the deadline, visitors were eligible for a $1,500 cash prize
Tank said the target audience of Playboy’s women’s fragrances are dynamic and curious young women who like fashion, but was surprised when many women in their 30s and 40s stepped into the booths at the mall demonstrations.
The program ran in Toronto’s Eaton Centre after an October stint at the Square One shopping mall in the neighboring city of Mississauga, Ont.
