ralph lauren big pony launch

launch campaign 

challenge

Generate awareness and product purchase for Ralph Lauren’s Big Pony Fragrance collection.

brief

Launch Ralph Lauren’s Big Pony collection simultaneously via in-store and outdoor activations and capture activities to leverage for future communications.

solution

td developed and executed a two-day sampling campaign throughout Sydney CBD. Selected promotional staff that echoed the collections target markets, toured around Sydney in a mini cooper convoy. Each branded vehicle represented one of the four fragrances featured in the collection.

Fragrance samples were distributed to the target markets in high foot traffic areas including; train stations, bus stations, malls and universities.

An in-store activation consisting of product displays, banners, floor decals and posters coincided with the sampling campaign.

A photographer captured the various launch activities to utilise imagery across a range of communications post launch.

results

“We have also sent through details of this sampling campaign to our New York head office, as a Best Practice Sampling
Campaign in Australia. Big Pony has been Ralph Lauren’s biggest fragrance launch to date, so thank you once again for being an instrumental part of our success.”

– Alina Chan, Product Manager, L’Oreal