The Challenge: L’OR was launching in Australia and needed to generate hype and social noise. The brand wanted to execute an activation-led campaign that brought to life L’OR’s Parisian brand narrative in an authentic, native and meaningful way.

The Strategy: Harness the allure and intrigue of Parisian nights to get Australian millennials talking about a secret free pop-up experience.

The Solution: “Paris by Night” - a night of vespas, French martinis and Burlesque in a dreamy Parisian street setting. We built the campaign around three key phases: tease, intrigue and announce, generating social noise pre, during and post event. We created a consumer promotion to offer 200 readers the chance to secure their secret attendance code. The campaign was supported with always-on supporting Parisian content, social targeting and high impact display takeovers.