Challenge:

Based on concept: “Sometimes it’s all you need to wear”, the mission was to create an unprecedented awareness campaign that will motivate consumers to purchase Christina Aguilera’s new perfume.

Solution:

Tens of thousands of quality clothes hangers, with a perfume sample and a branded Christina Aguilera label connected to each hanger, were hung in public locations all over the country.

Results:

Reaching over 1,500,000 consumers, the campaign led to the highest sales ever for a new perfume in Israel and got extensive news coverage in newspapers, TV and online. The perfume was sold out in less than a week.

Advertising Agency: Mizbala, Tel-Aviv Yafo, Israel
Creative Director: Guy Dayan
Released: January 2009