Lacoste has launched its latest campaign, Lacoste Superheroes, a two-day experiential pop-up at Westfield London that intends to ‘cut through the Christmas fragrance noise’.
The brand’s in-person campaign features an AR element and a photo booth that instantly spotlights participants in real-time on big screens located around Westfield London.
When players sign up, they will also receive two NFTs and a virtual wallet, in which they can then launch an AR game and gain access to a virtual map allowing them to scan the area to find a virtual prize box location.
In locating NFTs on the virtual treasure hunt, participants can unlock interactive AR experiences linked to prizes, including vouchers to Boots and The Perfume Shop, Lacoste sampling, gift packs, full sized fragrances and more.
The campaign intends to target Generation Z, those aged between 16 to 34.
With media planning and buying developed by Zenith UK, the campaign will also roll out via social media, online video, influencer marketing, and retail POS, with the aim of standing out among the crowd in the lead up to the holiday season.
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“The lead up to Christmas is a busy time for fragrance campaigns, so we wanted to bring the Lacoste Superhero concept to life and differentiate ourselves from other fragrances by giving an experience back to our consumers, and having a bit of fun which reflects our audiences’ behaviours in the merging of digital and real-life experiences,” Zenith planning account director, Katie Morrison, said.
“Working with the Ocean team has been great as they’ve been pivotal in bringing the campaign to life via both the AR game and the experiential event at Westfield which we’re all so excited to see come together and start playing the game!”
The experience will run up to 4 December, with a total of 120,000 NFTs up for collection through the AR game accessible through QR codes located on Ocean’s Digital Screens in Birmingham, Leeds, Liverpool, and Newcastle.
Coty UKI media and communications senior director, Susie Thompson, added: “We are really excited to launch this experiential activation as part of this campaign to lean into the likes and interests of Gen Z. The interactive element is an entertaining touchpoint to get everyone involved and to bring Lacoste fragrance to the forefront of everyone’s mind when thinking about Christmas wish lists this holiday season.”
The news comes months after Lacoste teamed up with Minecraft to bring gamers a clothing collection that ‘suits every gaming style’.
