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Lady Rebel Rock Deluxe

Antonio Puig/MANGO

Issue 25 | January 2013

Agency

CONTRAPUNTO BARCELONA

Creative Team

Tomas Oliva Carlos De Javier Laura Costa Tino Barreiro Ari Castells Carmela Serantes Ana González

Other Credits

Reme Tobías Laura Scarano Gemma Ollé

Date

October 2011

Background

Launched the new Mango´s fragance Lady Rebel Rock Deluxe by building an on line territory to engage with young cool ladies in Spain: THE COOLHUNTING EXPERIENCE.

Idea

By developing a brand experience around Lady Rebel Rock Deluxe. The COOLHUNTING EXPERIENCE was a contest looking for the coolest lady in Spain. They activated an on line campaign, using bannering, fashion blogs and facebook to promote the contest. The winner will travel to NY fashion Week to be a professional cool hunter. The contestant will have to show their trendy vision of Lady Rebel Rock Deluxe in a collage or video in their website and promote it to get enough votes to be the most rated.

Results

Results to 09.02.2012 Campaign presence in 139 blogs 1.000.000 websites mentioned the Coolhunting Experience 534.525 visits to the Coolhunting Experience Website and blog 199.021 visits to the You tube Coolhunting Experience Channel BRAND DAY - 12.12.2011 Masterhead in YouTube: 15.404 single visits to Coolhunting Experience Website in one day (+872%).