To celebrate the launch of 1 Million Privé and Lady Million Privé, Paco Rabanne has invited its fans to rob a bank in real time on Facebook.

Paco Rabanne is the author of a perfume industry first with its interactive film on Facebook Live.

The event is exclusive to Facebook Live. Fans can interact with the two spokespeople using Facebook emojis to help them as the robbery progresses.

The stakes are real: an authentic gold bar and genuine diamond are in play.

Three scheduled robberies:

Bank of Europe, October 5 at 7:30 pm (Paris time)

Bank of Asia, October 19 at 7:30 pm (Dubai time)

Bank of America, November 2 at 7:30 pm (Sao Paulo time)

A varied and engaging social network campaign is in place throughout the operation, featuring creative digital content: GIFs, cinemagraphs, slow-motion clips, boomerang video, etc.

The event trailer has been viewed more than one million times.

All the brand’s communications outlets have relayed information on the event.

Event presence on Instagram, Snapchat and the brand website has led to the recruitment of 20,000 new fans.

For the Bank of Europe robbery alone, Paco Rabanne achieved excellent results:

300,000 unique players

29,000 interactions

Over 2.7 million users reached by the live European event

40% engagement

Reach quadrupled