Mr. & Mrs. Million’s Dramatic Red Carpet Entrance

CHALLENGE

–Luxury fragrance brand Paco Rabanne tasked Havas Events NA with creating a launch event for their new “Million” fragrance line for men and women in three critical American markets — New York, Chicago, and Miami.

SOLUTION

–Havas Events NA creative solution was to weave a narrative story around the product’s packaging.

–Referencing the “1 Million” fragrance’s shape of a gold bar and “Lady Million’s” gold diamond form, we personified the fragrances, casting faux celebrities as brand ambassadors in an orchestrated stunt with retailers Macy’s and Sephora.

–11 flagship stores were targeted.

–A gold armored SUV escorted by a motorcade of golden Harley Davidsons brought a one-in-a-million delivery from Chicago, to Miami and New York City.

–It wasn’t gold bars and diamonds, as people expected — A dashing gentleman, Mr. Million, and his femme fatale, Mrs. Million, stepped out of the golden carriage, to a red carpet welcome at retail stores.

–As paparazzi frantically popped flashes, a curious buzz spontaneously formed around the faux celebrities.

RESULTS

–Havas Events NA went above and beyond for the launch of the “Million” fragrance line.

–The successful buzz created around the dramatic red carpet entrance resulted in 169,025 tweets, more than 6,629,787 media impressions, blog posts and re-posts by key influencers.

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