Coundco: Victorinox fragrance digitally distributed
Coundco promoted the «Victoria» fragrance for Victorinox Fragrances digitally and recommended it to friends: Using an interactive flower bouquet creator, virtual bouquets can be sent as real postcards with a fragrance sample or as personalized e-cards.
This is how the fragrance is to be experienced on the net. A pan-European blogger campaign carried the Bouquet Creator and the fragrance into the digital lifestyle world, the agency said in a statement Thursday. "The Bouquet Creator is a unique and interactive idea to share olfactory sensory impressions via the Internet," said Katrien Verhassel, International E-Commerce Division Manager Fragrances at Victorinox Swiss Army.
A virtual flower meadow on a mircosite is the starting point for the distribution of the new women's perfume Victoria by Victorinox. More than 30 flower varieties thrive in the Victoria meadow, which can be picked and combined and assorted according to taste. Once the user has put together his individual bouquet, he embellishes it with a matching bow and adds a background image. He then adds a personal message to the finished bouquet and sends it to friends or family as an eCard or printed postcard with a scent sample.
The created bouquets will be displayed in a gallery and can be liked there. The creations with the most votes have the chance to win the campaign competition. Social shares are triggered via this mechanism, which should ensure a natural spread of the campaign. The Victoria Flower Meadow can be reached at Victoria.victorinox.com.
The microsite is the basis for the global launch of Victoria. It is available in five languages and can be adapted according to distributor and country. The same idea was used to roll out the communication: Centrally controlled from Switzerland, the blogospheres of the European target markets were activated via the Box Network Europe and the right opinion leaders were approached via the network's locally networked agencies. These carried the digital buzz around the new fragrance out into the blogosphere. The blog articles are intended to ensure the product's credible and long-term findability on the web.
Responsible at Victorinox Swiss Army Fragrance: Andreas Baud (International Marketing Director Fragrances), Katrien Verhassel (International ECommerce Division Manager Fragrance), Ursula Blättler (Marketing Assistant). Responsible at Coundco: Florian Wieser (Strategy), Garry Bachmann (Technical Project Management), Tobias Stahel (Campaign Project Management), Léonie de Montmollin (Blogger Relations, Project Assistance), Marie-Sophie Pascher (Art Direction), Jaromir Fuoli (Art Direction), Pascal Howald (Social Engineering), Theo Gutmann (Web Development), Philipp Moser (Web Development)
Involved agencies:
Coundco (Switzerland), Patchwork (Sweden), Frank PR (United Kingdom), Cgo and Co (France), WAAITT (Denmark), Hagakure (Italy), Tinkle (Spain & Portugal), Ambuzzador (Austria), Panorama 3000 (Germany), FRTSS (The Netherlands).
