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Kayali Freedom Launch Kayali Freedom Launch
Kayali Freedom Launch
Sampling at Scale Sampling at Scale Sampling at Scale Sampling at Scale
Services

Experience.

Creative.

Strategy.

Markets
Berlin
Madrid
Milan
Sampling at Scale

Kayali Freedom Launch.

To amplify the launch of Kayali’s latest fragrance range, Freedom, we created and produced a multi-city experiential strategy across Europe, with the aim to get the new perfume into the hands of consumers at mass. In line with in-store Sephora activations, we created mass sampling events close to strategic Sephora positions, allowing guests to experience the new Matcha and Latte inspired perfumes, grab a real Matcha and Latte, and trial the new sizes first hand.

 

 

 

 

23
CITIES
12012 K
SAMPLES DISTRIBUTED
344567890 K
REACH
Objective.

Objective.

With the launch of the Freedom Collection in 50ml and 100ml, our goal was to drive awareness for the new range and get the product into consumer’s hands at scale. Priority markets consisting of Berlin, Madrid and Milan, we brought the collection to life through immersive fragrance discovery and large-scale sampling.

Each market delivered a unique execution, culturally tailored to fit each environment and stay true to the campaign:

KAY_Freedom_Milan

Milan.

A fully branded Freedom Kiosk, transformed into a pop-up coffee shop serving Freedom-inspired drinks, complete with a fragrance discovery table for consumers to experience the collection firsthand. The kiosk was used as an OOH structure during Milan Men’s fashion week, and opened to the public over the weekend serving up Matcha and Latte drinks, with guests able to trial and sample the Musk Latte and Musk Matcha inspired fragrances, and the first 50 guests in line each day receiving complimentary bouquets inspired by the Musk Bouquet fragrance.

KAY_Freedom_Berlin_1

Berlin.

A fully branded Freedom Electric Coffee Tuk tuk, serving bespoke Freedom-inspired Lattes and Matcha Lattes alongside fragrance sampling of the real products in the heart of the city. Carefully positioned close to Sephora stores to drive traffic into store to purchase the new size products.

KAY_Freedom_Madrid

Madrid.

A bespoke tear away wall, positioned in central Madrid in the Gran Via district, invited passers-by to tear away fragrance samples directly from the installation, as well as sampling full size products from roaming ambassadors positioned around the wall.

Results.

Campaign Results.

Across three cities, the campaign introduced thousands of consumers to the Freedom Collection through memorable, high-impact brand experiences combining premium sampling, immersive storytelling and meaningful face-to-face engagement in some of Europe’s busiest locations.

3 Cities.

460K Reach.

22K Samples Distributed.

 

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