Prestige Brands light up Sydney sky via Spark Foundry, ATN and EVH
Prestige Brands Australia has launched its newest fragrance with a drone show in Sydney Habour, in a new awareness campaign.
The campaign was created in partnership with the luxury fragrance and cosmetic’s distributors media agency of record, Spark Foundry, and PR agency EVH, both of which were appointed by the group in March.
The campaign aims to strengthen the group’s women’s portfolio with scale, impact and memorability, deploying 500 illuminated, choreographed drones in partnership with Australian Traffic Network, to achieve cut-though ahead of Christmas.
The launch of a new Versace fragrance was supported by a VIP event hosted onboard a luxury cruise liner, which provided guests with the best views of the 10-minute aerial display.
The campaign extends across large format OOH and street furniture in Sydney and Melbourne CBDs, with tactical placement within proximity to retail precincts and commuter hubs.
This activity will be further supported by editorial and digital partnerships with Vogue and Marie Claire, amplified by YouTube and TikTok video content targeting the brand’s core audience.
Prestige Brands Australia’s director of business and marketing, Jessica Charlesworth, said: “To celebrate Australia being one of the first countries to launch, we could not have imagined a better way of bringing the ‘endless summer’ fragrance to Sydney. Content generation and amplification was key to broadcasting this unforgettable experience, leaving the new fragrance as the must-have for Summer. Thanks to the team at Spark, ATN, and EVH for hitting the brief of driving maximum reach and visibility across the entire campaign. The launch has broken all targets and is one of the most successful fragrance launches in Australia.”
Spark Foundry general manager, Peter Roins, said: “Spark is delighted to paint the town purple for Prestige Brands Australia – bringing the campaign to life in collaboration with the Australian Traffic Network and EVH. We’ve tailored our media execution to leverage iconic brand codes, reinforcing this with digital targeting innovations to keep the brand top of mind this season.”
The campaign will run from now until the end of the year.
Credits
Client: Prestige Brands Australia
Jacqui Vargha – General Manager
Jessica Charlesworth – Business & Marketing Director
Andrea Rennie – Snr Brand Manager
Krissy Wong – Marketing Coordinator
Media: Spark Foundry
Nora Hammoud – Client Director
Michael Goode – Snr Planning Executive
Bec Cooke – Planning and Activation Executive
Katie Culhane – Digital Activation Manager
Angie Shen – Snr Activation Executive
Helina Nguyen – Coordinator
Drone Activation: Australian Traffic Network
Bill & Justine Yde – Chairman and Founder ATN
Vic Lorusso – Head of Operations
Matt Reko – National Advertising Sales Representative
Chris Greaves – Drone Light Show Business Manager
Michael Banks – Light Show Creative Director
Simon Mapstone – Chief Pilot
David Neville – Drone Show Coordinator
PR: EVH Agency
Pete Harrison – Strategy Director
Lara Blackwell – Communications Manager
Alys Hale – Office & Event Coordinator
Outdoor Partners:
QMS
JCDecaux
Editorial & Digital Partners:
ARE Media
Vogue
Yacht Operator: Ahoy Club
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topics
Australian Traffic Network
EVH Agency
Jessica Charlesworth
Peter Roins
Prestige Brands Australia
Spark Foundry
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