The brief was clear: how can we propose an experience that is memorable, never seen before, shoppable and to the myth of the Chanel n°5

We had 3 key objectives:

- Engage users and make them discover the 17 products limited edition collection

- Sell these 17 products globally

- Make something unforgettable

Chanel Factory 5 is an interactive experience, entirely modeled in real-time 3D thanks to webGL technology, which allows the user to discover the magical universe of the factory.

A space that combines refined decors, like the design of the products in the collection, and factory machines, where each plays a specific role in the manufacture of the products. The sound design has been particularly meticulous in order to create a unique and contextual sound universe for each of the rooms in the Factory.

The proposed experience is unique due to the complexity and quantity of the elements that make it up, but also because the 17 products can be fully manipulated from their product sheet:

- in real-time 3D to discover them from all angles,

- in augmented reality from a mobile, to display them in a real environment.

All of these products were available for purchase from the site.

The ambition was to celebrate the richness of Chanel imaginary.

N°5 becomes ICONOCLAST with "the N°5 factory".

The aim is to create the desire around the use of N°5, transformed in everyday products.

A way of reminding us how essential N°5 is.

N°5 transforms your daily life. Even if it is diverted, it remains iconic.

The audience was composed as follow:

- Chanel n°5 fans

- Chanel fans

- Mainstream audience

To deploy this international campaign, an omnichannel system has been set up:

- Outdoors

- Pre-roll

- Pop-up stores in 12 major cities (Paris, Shanghai, London, New York etc.).

- Dedicated corner in department stores, airports, perfume and beauty distributors.

An event, experiential and e-commerce site: The staging of the Chanel Factory 5 in digital version was created for a brand new experience.

Finally, the takeover of the Chanel Instagram account :

With 46.3 million subscribers, this canal offers unparalleled visibility to any brand statement.

Cultivating the art of teasing and discretion to perfection, Chanel first published videos (real and stories formats) that unveiled the Factory, not without retaining an important part of mystery.

On the day of the launch, an account takeover took place, with a total discovery of the universe of the Factory before revealing the 17 products drop by drop daily, through videos and beauty shots.

For confidential reasons, we cannot provide unfortunately concrete data of performance on this project today.

Two facts here:

70% of the users choose the immersive experience and spend entertaining time while sales were still performing very well.

Within hours, the whole stock of the 17 products was sold out.

Will provide more information within 48 hours.