BRAND :Christina Aguilera Perfumes
BRAND OWNER :Procter & Gamble
REGION :Israel
DATE :Jan 2009
BRAND OWNER :Procter & Gamble
REGION :Israel
DATE :Jan 2009
Based on the concept: "Sometimes it's all you need to wear", Diplomat Distributors wanted to create awareness of Christina Aguilera’s perfume and motivate them to buy the product in the midst of a global economic crisis, when people were reluctant to make unnecessary purchases. 
Tens of thousands of quality clothes hangers were hung in public locations all over the country, each with a perfume sample and a branded Christina Aguilera label attached.
Tens of thousands of quality clothes hangers were hung in public locations all over the country, each with a perfume sample and a branded Christina Aguilera label attached.
The hangers were hung in every possible location, mostly in crowded places outside malls and near Israel’s leading pharmacy chain, SuperPharm, where the perfume was exclusively sold. The message: “sometimes it’s all you need to wear” suggestively adorned each one. The hangers were placed on railings, on trees and in stores.
The total activity cost $30,000 and the campaign reached more than 1.5m consumers and led to the highest ever sales for a new perfume in Israel, with the scent selling out within a week.
The total activity cost $30,000 and the campaign reached more than 1.5m consumers and led to the highest ever sales for a new perfume in Israel, with the scent selling out within a week.
The client also got extensive news coverage in newspapers, TV and online. Estimated worth of free publicity – more than $200K.
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