| 标题 | Dance Dictionary |
| 广告公司 | Grey London |
| 广告战役 | Dance Dictionary |
| 广告主 | Procter & Gamble |
| 品牌 | Puma Fragrances |
| Posted | 11月 2013 |
| 行业领域 | 化妆品、美容产品及香水 |
| 剧情简介 | We manage P&G’s fragrance business centrally from Grey London. It’s an incredibly cluttered sector with hundreds of new launches every year. We have to create stand out in over 100 markets, with widely varying budgets. Puma is one of their leading fragrance brands. Our challenge was to launch Puma SYNC to hard to reach 16-24s, more interested in talking to each other, than listening to brands. So, we convinced P&G to break all the rules. No celebs. No models. No black and white vignette ads. Instead, we launched the “Dance Dictionary”. An interactive digital platform enabling people to send messages to each other, through the medium of dance. Hundreds of dance moves for hundreds of words. We created multiple entry points from social seeding to cinema/TV ads to online films and twitter feeds from the featured dancers, some of whom were channels in their own right. We also commissioned an original song from top dancehall producer Dre Skull as the soundtrack, creating yet more noise. Different markets used different assets / entry points according to their budgets. Results so far: 1,314,528 minutes spent watching Dance Dictionary content. Puma’s Facebook page rose to over 9.5 million likes. Hits on the Puma Fragrances site rose 426%. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 执行创意总监 | Nils Leonard |
| 执行创意总监 | Nils Leonard |
| 创意总监 | Andy Lockley |
| 创意团队 | Ryan Connolly |
| 创意团队 | Henrik Ridderhiem |
| 设计师 | Chris Chapman |
| 制片 | Rebecca Pople |
| 制片 | Lee Groombridge |
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