A functional benefit for a fragrance? A complicated story we never heard of until we received the briefing for the new REPLAY fragrances. Procter & Gamble Cyclodextrin technology enables a fragrance to reactivate through humidity; by simply applying a tiny amount of moisture (breath, water) the scent reactivates itself. Our challenge was to express such a functional benefit in an emotional and fragrance relevant way. One that could be at the same time appealing for our 'bohemian' audience, materialise the benefit itself and legitimise the extraordinary and imaginative personality of Replay in the fragrance market. This was a great story that nobody else could tell.

We created a 360 degrees campaign taking our consumers through a whole Watercolour Universe: Beautiful print ads for Europe, international TV presence and three dimensional artistic packaging and bottles, making them unique collector’s items, creating an outstanding look on shelves. Bags and T-shirts as giveaways in stores, a spectacular press event in Berlin, where people where taken by boat into our watercolour universe. Outdoor; huge projections in major cities, like the AlexanderPlatz in Berlin, giving away samples and causing a major recall. We organized a huge water play event in Israel and supported filmmakers for the International film festival in Stockholm! The press picked up massively, spreading our colours.On the web working closely with G2 we created a world-first: a digital drop of water. A substitute for the cursor on the website. And to fuel deeper involvement; The 'Watercolourator', an application that lets users replay their pictures into an artistic watercolour expression.

Our challenge was to tell a story that our audience could identify with enhancing the Replay brand in our core markets, a great example of advertising with great results that our client Procter & Gamble was very proud of!

In Germany, brand awareness was increased by more than 11%.In the Netherlands, key market for REPLAY, there was an outstanding increase in sales of 93% in the last 6 months versus the previous year following the launch of the watercolour campaign, their value share went up by 1.1.They were number 5 in the prestigious Swedish perfume store Alhens and number 5 also in Marionnaud in the Czech Republic.Replay Your Fragrance also won the Astir Award for best fragrance launch of 2009! This award is chosen once a year by the Association of Beauty Editors for best launch in the beauty category. The jury report said: A well-thought concept!