2013 Winners & Shortlists

The Brief

Bring alive the brand with the launch of Lacoste Rouge – to sporty, affluent consumers in a fun and active style.

Describe how the promotion developed from concept to implementation

Disguised 10 male model swimmers with inflated crocodiles The swimmers launched off a boat 10 meters from the shore, swam to the shore from inside the sea for 2 days at Jumeriah Beach Residence, Umm Suqeim Beach and Jumeirah Beach Park. Once on shore the swimmers were revealed, sampled the perfume Lacoste and took photos with beach goers and sunbathers.

Describe the success of the promotion with both client and consumer including some quantifiable results

Sampled to 3,000 beachgoers and contributed to the highest sales record across the GCC post the activity.

Explain why the method of promotion was most relevant to the product or service

The Lacoste perfume brand is aimed at sporty and sports-oriented hobbyists. The logo was the inspiration for the idea to help promoters engage the beachgoers in an unusual way that was sure to get their attention, be remembered, and be talked about on social media.