In a 3D animated water background, people can reach the water surface to discover the “Eau de Toilette” fragrance or dive deep to the bottom to find the new scent “Profumo”.

During the underwater journey, the users swim across contents discovering the TVCs, video pills, interviews and backstage footage.

The website includes a cutting-edge technology that allows “advanced” users to use their mobile as an extension of their body for a full immersive experience.

WebSocket technology creates a direct dialogue between the user’s mobile and the desktop platform, making data signal exchange very fast producing a unique synesthetic experience.

The new communication and digital experience were announced on Giorgio Armani Beauty and Armani fashion social networks (after a teasing phase on Facebook, Instagram, Twitter) and will be supported by Digital Media Investments (already started in Italy, Germany, France), aiming to keep consistency with Acqua di Giò previous campaign.

Since its launch on March 4th 2015, the early-stage digital experience cumulated 50 000 visits, 46% website traffic coming from mobile phone and 31% from tablet.

The new Acqua Di Giò Eau de Toilette and Profumo films have generated more than 2.6 Million views in less than a month.