- New fragrance launch marked an industry-first, as Issey Miyake Parfums became the first fragrance brand to feature on the largest digital ceiling in Europe.
- Omni-channel campaign cemented Issey Miyake Parfums’ premium status through use of high impact 3D OOH media formats - a first for the Shiseido Group in the EMEA market.
London, UK., X, XX, 2024 –iProspect, a dentsu company, is revealing some of the milestone moments from its recent omni-channel media campaign with Issey Miyake Parfums, a brand under the Shiseido Group, to launch its new masculine fragrance, Le Sel, in the UK.
With activations being delivered through engaging audiovisual execution and in high impact 3D OOH (out-of-home) formats across the UK, iProspect helped Issey Miyake Parfums to drive product awareness and reinvigorate its status within the premium fragrance category, as well as reach a new key audience of males aged 25-39.
The integrated launch plan included an activation on Manchester’s Printworks Skylight, the largest digital ceiling in Europe. Issey Miyake Parfums is the first fragrance brand to feature on this 1,000-square-metre screen, which spans three internal streets and the central courtyard of the Printworks complex, attracting around 8 million visitors a year. The artwork was also seen by consumers at one of the UK’s highest footfall shopping centres – Bluewater - via an interactive visual on its The Orbit screen.
iProspect leveraged partnerships with DCM and Pearl & Dean Cinemas to deliver a high impact video creative designed to reach audiences in a highly engaged environment throughout the campaign. The team also collaborated with Channel 4 and SoPost to deliver a targeted ad pause – supported by a QR code - to enable consumers to obtain a sample of the new scent.
The campaign – which was supported by visual and audio activation through YouTube, Spotify, and display and social media – was designed to connect with Issey Miyake Parfums’ audiences at every digital touchpoint. It also supported the brand’s ambition to be named as a 2024 top 10 male fragrance provider, as reported by Circana’s NPD rankings.
The launch has been followed by a second push where consumers who engaged initially were nudged further down the purchasing funnel with more direct messaging. To sustain momentum, the team added a new influencer asset to reduce audience fatigue and extend the campaign’s longevity.
Libby Darley, Head of Planning at iProspect UK, said: “We’re thrilled to be working with the Shiseido Group on the new Issey Miyake Parfums campaign launch. This project has presented us with an opportunity to think outside the box and pair highly distinctive artwork with cinematic visuals and sounds on screens across the UK. By mixing media innovation with multi-channel tactics, we are reflecting Issey Miyake Parfums’ innovative approach and cementing its position as one of the leading fragrance brands in the UK.”
Georgia Harrall-Baker, Marketing Manager at Issey Miyake, said: “The team at iProspect delivered an outstanding media campaign for our Le Sel launch. The meticulous planning and collaborative approach that they brought to the table meant that we were able to leverage innovative media channels and communicate with our key audiences in a way that really resonated. This 360-degree campaign was instrumental in making our UK launch a success.”
About iProspect
iProspect, a dentsu company, is a global digital-first end to end media agency. Its unmatched mix of media strategy and storytelling with digital expertise and audience knowledge defines the new territory of performance-driven brand building. By delivering human-centric solutions, iProspect accelerates growth for the world’s most iconic brands including Hilton, Levi’s, Budweiser, Microsoft, Procter & Gamble, Kering and more. The iProspect team works across a network of more than 8,000 media and performance specialists spread across 93 global markets.
About dentsu
Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in approximately 120 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.
Dentsu, Innovating to Impact.
Press contact: Ellie Stansfield - Ellie.stansfield@dentsu.com
