CREATIVE IDEA | HANDS IN THE AIR

A quick pan of the crowd at any EDM festival will show thousands of artfully styled females excitedly dancing with their hands wildly in the air all day and all night. With Secret, we identified a real problem: While fiercely exciting, the reality is that festival days are long, tiresome, hot and sweaty—the perfect environment for Secret to authentically save the day for young female fans wanting to stay fresh and in the moment. Together, we identified the immediate role Secret would play in the narrative of this modern culture that is steeped in creating epic experiences:

• Keep them refreshed to confidently stay in the moment

• Give them the strength and motivation to keep going

Moving forward, Secret would become the official partner of HANDS IN THE AIR moments by offering the unique utility of Secret deodorant (and a great oasis to refresh) during a

BE THERE | Activations enhanced the fan experience

• Secret Refresh Stations were positioned in high traffic areas within festivals. Fans relaxed, fixed their looks and applied fresh Secret so they could get back to partying with their hands confidently in the air.

• Secret Photo Frames were massive co-branded stand-in “frames” that were strategically positioned to capture iconic keepsake shots of the event.

BE SEEN | We captured hands in the air moments from the events for content that aligned Secret with females having an epic experience, amplified across:

• Snapchat: Live Story partner (Wonderland and HARD Summer)

• Streaming: Activations natively covered during EDC Live Stream

• Media: Custom, highly targeted advertising campaign

BE SHARED | A targeted amplification strategy:

• Social media influencer coverage, seeding Secret within their community

• Female artists shared their epic adventures leading up to their EDC performances

• Fans were encouraged to share their frame photos using Secret’s “#epic48” hashtag

Event | EDC Las Vegas + HARD Summer + Nocturnal Wonderland

• Attendance: Reached ~303,800 female fans

• Samples: Delivered over 100,000 (or 4.8M Hours of Protection)

Social

• EDC Las Vegas Webcast Integration: 6,700,000 views

• Influencer Takeovers: 7,400 engagements

• Artist Content: 2,000,000 social impressions

Digital

• Targeted Digital Campaign: 9,000,000 Impressions

• Flyaway Promotion: 332,000 impressions

Secret has effectively entered Electronic Music culture and will move forward to further stake its claim with more activity in 2016.