To celebrate the launch of the highly anticipated new Marc Jacobs fragrance ‘Daisy Dream’, Fuse Sport + Entertainment (a division of Omnicom Media Group) has brought to life the online ‘Dream Capsule’ through experiential by creating a ‘Dream Room’ at Westfield London, White City.
The ‘Dream Room’ is an immersive and escapist experience, in which Marc Jacobs invites consumers to discover the world of Daisy Dream. Shoppers can use iPads to upload their own dream to the online Daisy Dream Capsule, with the chance to win a shopping trip to NYC. Visitors also have the chance to take away mini deluxe handbag samples, cloud-shaped cookies and a glossy photo of their experience, which can be emailed to them and shared socially using #mydaisydream.
The ‘Dream Room’ is a 6x4m experiential space situated within the main atrium at Westfield London, open from 24-30th July. Fuse Sport + Entertainment, which created and managed the experiential concept, has worked with visual merchandising agency Edge Retail and specialist brand experience agency ClinkClink to create the custom-built activation.
The ‘Dream Capsule’ is a digital campaign created by Marc Jacobs Fragrances International which has been activated locally by OMD UK (an Omnicom Media Group UK agency), allowing consumers to create a personalised dream board to share via social networks and global community of dreamers. After sharing their dreams and aspirations, Marc Jacobs fragrances will keep consumers dreams safe and send it back to them, via email, in a year’s time. OMD UK’s approach was to ensure paid for media generated owned and earned impact; driving dream uploads and social sharing. Experiential was used to bring the concept to life to create an escapist brand experience and motivate the audience to upload and share their dreams; fuelling owned content and earned buzz.
Lucy Humphreys, Fuse Sport + Entertainment said: “We created the Dream Room at Westfield to launch Daisy Dream, an irresistible floral fruity women’s fragrance. Raising awareness and driving consumer interaction with the Marc Jacobs brand has been the central objective of this integrated campaign. Already we have had over 3,500 people visit the Dream Room, exceeding all expectations.”
Natalia Stathopoulous, Brand Manager, Marc Jacobs & Vera Wang at Coty Prestige UK, commented: “The Dream Room and the interactive Dream Capsule campaign absolutely typifies the type of experience we want to offer our customers, transporting them into the world of Daisy Dream. We wanted to take our online experience offline, helping more people join the world of dreamers, by keeping their dreams safe, and then sending it back to them a in years’ time, to remind them of their aspirations.”
–ENDS–
For more information please contact Kate Fairclough, Fuse Sport + Entertainment 0207 190 3839 kate.fairclough@fuseint.com www.fuseint.com
