Chloé Parfum has brought the romance of the iconic Pont des Arts bridge in Paris to Debenhams on Oxford Street, London to celebrate the highly anticipated launch of ‘Love Story’, their beautiful new fragrance. Created by Omnicom Media Group’s OMD UK and Fuse Sport + Entertainment, in partnership with urban artists Greyworld, the public can replicate the famous Parisian experience of locking their love with a padlock on the Pont des Arts bridge by taking a selfie and writing a personalised message onto a digital padlock through an interactive touchscreen on the Debenhams windows. These personalised padlocks are then added in real time to the virtual bridge on the storefront, creating Oxford Street’s own Pont des Arts which is then amplified through social channels.
Running until 19th January, people who lock their love are invited to take a picture of their padlock and share it on Twitter or Instagram using #DEBSLOVESTORY to be entered into a prize draw. The winning individual will receive a romantic trip for two to Paris. Those who can’t make it to Debenhams are invited to create and share their padlock online through the Debenhams Love Story website.
“This campaign is a genuine first in the fragrance category. Inviting people to help re-create an iconic symbol of romanticism and Paris at the heart of London’s central shopping area brilliantly mirrors the essence of the brand in the perfect environment, and we are delighted to have worked together with Coty UK to bring this to life.” said Dan Clays, Managing Director at OMD UK.
“Two key trends within the fragrance category are fragrance personalisation and novel retail experiences. By re-creating a digital Pont des Arts we have been able to provide both of these experiences to our consumer; the personalisation of a selfie, message on the padlock and the novel retail experience of an interactive Pont des Arts on Oxford Street. The use of experiential marketing has enabled us to connect consumers with the inspiration behind the launch of Love Story by engaging them with interactive touch screens in Debenhams Oxford Street, whilst capturing them in a retail environment.” Eleanor Bares, Marketing Manager, Coty UK