Cosmetics Client: Elizabeth Arden
Campaign: Britney Spears Curious
Case Study Agency: Direct
Launching a new product during the cluttered lead up to Christmas,
and promoting Curious as a totally new product, and being unable
to rely on brand loyalty or recognition to drive sales.
Additionally, Elizabeth Arden needed to differentiate from
Farmer’s, the exclusive distributor, and attain a ‘cool’ image
amidst the negative PR that Britney Spears (the person) was
receiving at the time.
To establish new product awareness, and meet a specific attitudinal target.
To meet a specific sales target. Elizabeth Arden benchmarked the success of this launch by the
previous best result of a fragrance launch: $65,000 sold in one month.
Advertisers can choose a national brand with a personality that works with potential consumers.
Radio promotions generate interest, build urgency and initiate sampling.
Personality-driven adlibs can create brand credibility with the listener.
Radio is real time - live crosses from stores generated foot traffic and excitement with listeners.
To use media heavily used by young women, such as radio, text messaging and internet advertising.
To step away from traditional visual media in order to differentiate the brand and engage the
younger, edgier, more media-savvy female audience, and to use sampling to focus consumers on the
scent, not on the personality of Britney Spears.
Media activity linked up to promote the “text to win a day in the life of Britney Spears” contest.
The radio campaign ran exclusively on ZM, with spots placed in all day parts. Simultaneously, ZM
ran promotional trailers about the contest. ZM Black Thunders did “out and about” activities at
stores, including a spritzing campaign in all markets. On-site broadcasts in the five main centres,
on-air giveaways and website activity all pointed consumers to the ‘text to win” promotion.
The campaign’s high frequency reinforced the Curious image and resulted in the message persisting
in the minds of the target audience - invaluable for a product competing in a cluttered market.
An unbelievable $225,000 of product was sold in November, outselling the previous best by
The Curious range was the most successful of several “celebrity fragrances” just before Christmas.
Curious finished in the top 10 selling fragrances (worldwide) for the year, despite a late launch.
“Elizabeth Arden strongly attributes this outstanding result to the great work done by all the various media involved, but
we must heap special praise on radio. We were impressed by the vigorous nature of the promotional elements, and the way
in which the on-air team handled all aspects of the competition and giveaways”.
Valerie Riley, General Manager, Elizabeth Arden
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www.trb.co.nz September 2006