Giant plasma’s ‘Fuel for Life’ push

chris

Clothing and fragrance company Diesel wanted to create a unique and eye-catching interactive presentation to promote the launch of its new perfume “Fuel for Life”. The scheme includes a pair of giant 103” plasma screens.

To maximise footfall at the selected stores in which the fragrance was launched, Diesel appointed creative digital content company MediaZest to design the right message and medium for is message to get out and reach a wide audience.

Two enormous 103” plasma screens were installed at flagship Boots drugstores in London and Manchester. Video and audio to tie in with the extensive nationwide TV and print campaign for the perfume launch were projected on the screens, creating an unmissable display.

MediaZest, which has expertise in both the digital marketing and AV sectors, was tasked with not only designing the exhibit, but also the execution of the project, ensuring that the displays between the two flagship stores were co-ordinated throughout the campaign teaser and launch.

The 103” Panasonic plasma screens - the largest of their type in the world to date - were ideally suited to the high-street window displays, creating an eye-catching feature for Diesel’s promotional messaging and advertising. The full-HD screens occupied a prominent position beside the main store entrance, displaying high quality Diesel images on a huge scale to customers entering the store to draw their attention to the launch. A sophisticated audio system, Whispering Windows, was also integrated into the plasma display, transforming the glass window into a loud speaker, attracting the attention of passers-by, raising the profile of the launch and drawing potential customers into the store.

Andy Hawkins, Group Sales & Marketing Director of MediaZest, said: “With 815 fragrance launches in 2007 alone, it was vital that Diesel created a real impact with the launch of ‘Fuel for Life’ to set it apart from its competitors. The dramatic exhibit that MediaZest provided attracted the attention of shoppers and passers-by, enhancing the brand and really raising awareness of the perfume.”




source: Rapid TV News

__________________