Paco Rabanne

To drive trial and consideration of their premium fragrance selection, Paco Rabanne surprised Moonlight Cinema guests with complimentary samples upon entry to selected sessions.

Challenge

Over the summer, Paco Rabanne wanted to drive trial and consideration of their fragrances amongst the Brisbane and Sydney markets.

Solution

Paco Rabanne partnered with Moonlight Cinema to execute a sampling opportunity across 14 sessions at the Brisbane and Sydney locations, providing audiences with the chance to experience the variety of fragrances they have on offer.

The sampling nights were carried out alongside a range of new blockbusters titles, as well as popular classic films, aligning to their target demographics.

All available samples across the two locations were distributed, confirming that sampling was an effective way for Paco Rabanne to drive trial amongst cinemagoers.

Results

• 10,900 products sampled across Australia (2,100 in Brisbane. 8,800 in Sydney.)

• +200% over-delivery across social media.

• The feedback from the Moonlight audience was positive, with guests enjoying the added surprise of complimentary fragrance samples.