2022 Winners & Shortlists

BURBERRY HERO EDP

BrandBURBERRY
Product/ServiceBURBERRY HERO
EntrantINITIATIVE MENA Dubai, UNITED ARAB EMIRATES
CategorySocial Video
Idea Creation COTY MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Placement INITIATIVE MENA Dubai, UNITED ARAB EMIRATES

Background

There have been many strides in the education and conversation around male mental health and in undermining stereotypical expectations of the tough male persona. Many men are still taught from an early age to be strong, and vulnerability is discouraged. The launch of Burberry EDP introduces a new concept that challenges traditional male stereotypes by creating a strong mythical character of depth and contrast – in partnership with the award-winning actor Adam Driver. All men want to be Heroes. The campaign features a man transforming himself into this OWN vision of being a hero by morphing with a horse – this makes him stronger by tapping into horsepower, instinct, and emotions. The brief was to create excitement around the launch of HERO, but also build awareness around the fragrance and the issue of male mental health.

Describe the strategy

The audience strategy was twofold, broken up by the HERO Target (25-40 YO) and the Digital Target – Fashion Vanguards (25-30 YO). The Fashion Vanguards audiences live on social media, are hyper-connected, and can seamlessly blend their online and real worlds. As such, we explored two roles – the role of the fragrance itself, and the role of digital media. The role of the fragrance is to unleash an authentic side of our consumers. The role of media was to reveal that side by being the platform that would allow men to “express their inner hero”. These targets are reached through a campaign, focusing on three core pillars: 1. Content – a social-first approach to communicate our vision of the modern hero #ANewMan 2. Community – Bring Hero to life through different perspectives and an omnichannel gaming experience 3. Commerce – drive online purchase through best-in-class scent and product storytelling

Describe the execution

Digital media plays a key role as the revealer. The campaign ran on social media with new video placements on Facebook, and collection ads in the consideration phase, supported by influencer activity. The HERO ad ran on a customized list of channels to reach the relevant audiences interested in music, shopping, and luxury goods on YouTube. To boost awareness and break through clutter on TV we ran on high-reach channels covering KSA and GCC. OOH exposure was on high-impact formats allowing sequential storytelling on SZR, along with digital screens and on-ground activation at Dubai Airport & Duty-Free. Instore activation in malls was the crux allowing for engagement and increased consideration and purchase intent. Lastly, on print, we had a GQ exclusive photoshoot and Editorial coverage with Burberry influencer Sami Abdullah and Interview with the Hero perfumer to spread the important message. Ran from 5 Sep 21 - 26 Oct 21.

List the results

The launch campaign was able to break the clutter and establish the new fragrance in the region. Creatively, assets resonated very well with our audience and over-achieved on all KPIs across video platforms – the message and communication were extremely relevant and struck a chord with our audiences. At the product level, the campaign raised awareness, uplifted its preference, and encouraged males to purchase it soon and recommend it to others. Outstanding sales results: +3 rank in Dubai Duty-Free, September YTD sales above trends by 14.4pts at Sephora, ranked #3 in total Men's fragrance and #6 among total fragrance at Faces, and ranked #3 regionally and #1 in the UAE with a +722% sellout at Debenhams. This was all a result of outstanding media performance: - YouTube: 38.45% VTR, total views 4.4M - TV: 1,403 GRPs, secured #1 SOV - Social: Reach 70%+, VTR 32.36%, 79% FB VTR, 0.88% CTR

Credits

Name Company Role
Annelise Rochat COTY Creative Development
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