Paco Rabanne Phantom: A Launch Out Of This World
With the fragrance category in decline due to the pandemic, we were tasked with making Paco Rabanne Phantom one of the most successful men’s fragrance launches of 2021.
The hero creative for Phantom lent itself perfectly to doing something different. Featuring the “Phantom” as a cheeky silver dancing robot, the TVC was a tongue-in-cheek pastiche of 1960s sci-fi, celebrating humanity with an intergalactic party inspired by Paco Rabanne’s futuristic design principles.
What better way to bring the spirit of futurism that Phantom embodies, than to wow consumers with our own “alien invasion” in media at one of the busiest and most iconic London landmarks – Piccadilly Circus.
We collaborated with Ocean Outdoor to make use of their innovative Deepscreen technology, projecting the gigantic 3D dancing robot onto the format to stop consumers in their tracks in one of London’s prime retail locations – a category first for any fragrance or beauty brand in the UK!
On the ground, our space-themed pop-up featured astronauts handing out samples and encouraging people to play with the exclusive Snapchat lens to win prizes. We supported this hero activation with a nationwide retailer proximity OOH campaign, to get people to head in-store and try Phantom themselves or receive a sample through Facebook or Instagram through one of our targeted ads.
Phantom wasn’t ‘one of’ the most successful men’s fragrance launches. It was the most successful. The Fragrance Shop credited the “record breaking” Christmas sales on the fame driven by this launch. And the icing on the cake was when Ocean Outdoor commended the Starcom OOH planning team and the activation as “one of the best uses of Deepscreen format to date.”