The “Do you dare” creative concept was brought to life by creating: COVERAGE: via high profile TV programming.CURIOSITY: via teaser activity and a competition to win a trip to meet Britney in a secret location. We used MTV Europe as a communication platform, creating a multi-media package to include digital media.

INTRIGUE: via non-traditional media to include ad scooters, bus wraps, audio outdoor, digital media and other innovative vehicles whereby media drove creative executions.

“Curious” was no.1 in Elizabeth Arden’s key markets.

In Italy, sales targets were exceeded by 25%. In UK, “Curious” was still no.1 after 6 weeks in Debenhams and “top seller” at El Corte Ingles in Spain. The Nordics achieved 30% of sales targets within first 3 weeks, the best ever.