1. Coty, Chloé Perfume Cosmetics & Personal care, France Background.
The overall objective was to increase Chloé perfume’s brand awareness and sales during the Christmas shopping period.
Idea.
The campaign consisted of two creatives which were pre-tested and improved thanks to Clear Channel France’s 360° tool. One campaign promoted the modern and seductive side of the perfume and one promoted the freshness and natural side of it.
Clear Channel in France enabled Coty to benefit from a powerful nationwide network:
100% backlit 8sqm faces
30% of the faces were located in Paris
Covered 86% of the beauty shops
Ran on the prestigious outdoor digital screen of La Défense mall.
Results.
32% recall for women under 35 years old
85%+ liked the campaign and associated it with the brand’s core values, i.e. femininity, luxury and modernity.

2. Exposed panelists who have recalled the campaign
Coty – Chloé Perfume
Cosmetics & Personal care – France
Coverage
National
Media agency
Havas
Creative agency -
Specialist agency
Environment & formats
8sqm roadside billboards
Spectacular digital screen Mall
(La Défense)
Number of faces
2,729 in 45 cities of over 120,000 inhabitants
Target audience
AB+ women aged 25-34
Audience figures/Research
(Reach, Frequency)
Audience:
Coverage: 78%
Frequency:12.6
Date & Duration
20-26 December 2011
Purchase intent results:
Exposed panelists who have recalled the campaign
Non exposed panelists
Media - Share of spend Outdoor 76%
Print 24%
OOH spend €1,550K (gross)
Source: Ipsos ASI