Paco Rabanne targets Instagram shoppers with ‘immersive Christmas Market’

26/11/2018

Paco Rabanne is launching a ‘fragrance-inspired’ Christmas Market, which will pop up in four locations across the nation over the Christmas period, designed to boost awareness and enourage Instragram photo opportunities.

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Created in partnership with brand experience agency MKTG and media planning and buying Starcom, the spirit of Christmas will be brought to life with a vast golden space that celebrates the art of gifting.

The Paco Rabanne Christmas Market will run in conjunction with an integrated campaign across digital and social channels.

Fragrant golden 'blasts of glitter' will burst into the air at regular intervals allowing for photo or Boomerang opportunities for Instagram fans, and all visitors can claim a complimentary hand finished Christmas bauble that will be crafted by calligraphers on site.

A unique gift will be presented with every purchase in the form of a festive Christmas decoration.

PUIG UK Marketing Director, Aliki Zachariadis, said: “We’ve been known as a fragrance brand to deliver beautiful storytelling through our innovative bottles and ads. However, this is no longer enough to capture the attention of millennial consumers who seek experiences above anything else. With the Paco Rabanne Christmas Market we hope to bring our story to life through a totally immersive experience during the most important gifting period of the year.”

Amy Kean, head of strategic innovation, global clients at Starcom, said: “As the human experience agency, we’re so proud of this brave and extravagant execution. Paco Rabanne fragrances are top-sellers every Christmas, so it felt right to put their golden stamp on the festive season with something so unmissable. This campaign will tick all the boxes: stimulate the senses, wow the Instagrammers with glittery innovation and provide a personalized product for every shopper.”

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