When INTEGRATED campaign goes beyond the real...

During my internship last summer in an interactive agency in NYC, I worked on the launch of a new perfum. The brand was trying to break down the traditional launch campaign using TV and billboards.

I can see that it becomes a trend for this kind of campaign to use new strategy! More integrated than ever, Biotherm first male perfume's campaign is based on a TV spot starring Tyson Ballou wAouuuuuu using mental force to control water.
Force is the name of the perfume... of course!

The campaign invites us to try it too, through different tools:

• A website where you can manipulate water... without touching your computer!
• In-store displays in 30 European stores
  

Try it online.... a surprise is waiting for you at the end of the experience!! And, because integrated campaign cannot exist without social media, you can share the result on Facebook

PS: Being ridiculous does not kill you... don't forget that!!

I truly appreciated when the campaign go beyond the traditional media in this way... Integrated campaigns often combine different media but they have to complete each other, each having its own role. In this campaign, Biotherm propose customers to interact with the brand through media themselves.
We often read about how people are aware about advertising nowadays, and how they reject it.

Who would reject the idea of going beyond the real? Of course everyone knows that there is nothing magical, but they want to play to find out how it works.