Client: Estee Lauder
Project: DKNY Stories new fragrance launch
To celebrate the release of a new fragrance from DKNY, along with a re-brand The Persuaders designed and created the worlds first transatlantic selfie-booth that allowed consumers in the UK to speak live with New Yorkers.
The brief was to bring to life the fragrance ethos of #NYMadeMe, telling the story of New York and why it’s such a dynamic and creative place. We created an interactive set, the design of which reflected the fragrance packaging complete with a New York skyline and a box that contained a giant mobile phone touch-screen. The consumer experience allowed them to physically answer a call from New York in a style similar to FaceTime so that they could speak live to one of our DKNY team in New York as they showed them their favourite parts of the city.
We developed a bespoke App that functioned like a live video call to allow us to control and monitor the calls. We sourced and worked with a team of New Yorkers who could tell their story in multiple locations and times, feeding their stories back to the UK.
The UK set popped up in both Manchester and Sheffield with a team of brand ambassadors who, as well as assisting with the transatlantic calls, sampled the fragrance and drove traffic to stores.
Results: Over the 2 weekends we logged over 150 live calls and samples over 24,000 samples, interacting with over 30,000 members of the public.