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M&M Awards Winners

M&M Global Award: Rest of the World

To be eligible for entry in the following entering categories, the campaign must have run on pan-regional media and/or local media in three or more countries within the region.

Sponsored by:

Campaign: Gucci Guilty Fragrance
Entering Company: Mediacom

Credits: Fox Networks

Although the fragrance market is an emerging category in Asia it trails the West by 100 years. This left Gucci with the realisation that some educating would need to take place to introduce ‘Gucci Guilty fragrance’.

Gucci’s strategy was to expose a unique opportunity to leverage fashion house equities by moving the emphasis away from traditional local market focused print channels and highlight the relevance of pan-regional partners.

Pinpointing music, film, shopping and socialising as relevant content the brand confronted its audience by asking what their guilty pleasure was; giving Gucci the platform to indulge in its targets conscious misdemeanours and tap into these key areas.

These areas became the equivalent of a niche targeted press campaign as the brand invited them to extend this content to a select crowd. Programming vignettes were embedded in the campaign, which when combined with showcasing music soundtracks and videos during peak time viewing across Fox’s biggest channels unquestionable, lead to categorical results.

Gucci acquired savings of 90%+ versus local broadcast media, was the number 1 female fragrance launch during this period and increased brand awareness by10% .