Cannes Lions

GUCCI PREMIERES LEADING LADIES IN ASIA

MEDIACOM, Singapore / GUCCI / 2013

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Case Film
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Overview

Entries

Credits

Overview

Execution

We brought the concept of “leading ladies” to life through a bespoke branded entertainment solution and handpicked the most iconic, strong and in-vogue Hollywood stars such as Emma Stone and Natalie Portman to create a 4-week custom branded content belt entitled “Leading Ladies” broadcasted on Fox Movies Premium. We delivered Blake Lively right to our Asian luxury consumers’ living room through a bespoke 3-minute branded content feature about the launch of Premiere and of course the leading lady herself. To ensure content ties back to the overall campaign, we requested Blake to conclude with an introduction to the director’s cut of Premiere’s commercial, which ran weekly before the “Leading Ladies” belt during a primetime roadblock. In addition Fox created original 20-second clips featuring Blake Lively, tagged with Premiere’s 5-second commercial and our “Leading Ladies” promo; and staggered it across network to add new news and longevity to the campaign.

Outcome

1. Gucci Premiere smashed sales expectations across the region by 85%.

2. The halo effect of the campaign resulted in an overall Gucci fragrance brand portfolio growth of 76%, making Gucci the top performing brand within the Prestige portfolio.

3. Viewership increased by 32% versus the previous month – proof that our luxury audience were very engaged with our never-before-seen “Leading Ladies” content and our 4-week branded content solution.

4. Total media ROI garnered was 430% versus traditional spot buy airtime.

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