Diesel

L’Oréal was looking for an innovative way to promote its Diesel fragrance brand in its core target audience – younger people aged 16 to 34. This group is less exposed than ever to traditional media and increasingly spends its time in the digital space; the combination of TV and digital is a great way to reach these consumers.

The Only the Brave campaign was designed to strengthen the brand perception of Diesel fragrance, both with the men who may choose to wear it and their wives and girlfriends who are more likely to actually buy the product for their partners. Diesel was integrated into the TV show So You Think You Can Dance (SYTYCD) with sponsored billboards, online pre-roll video spots, presence on the show’s HOT or NOT app and branding around exclusive backstage video.

The creative element showcased two different Diesel variants – The Tattoo Fragrance and The Original Fragrance. The adversarial nature of the dance contest was reflected in Diesel’s spots and further emphasised by the fragrance’s fist-shaped bottles, and this was translated into the show visuals.

L’Oréal and its media agency, Zenith Optimedia, were very enthusiastic about the results of the campaign, believing it had made a great contribution to an uplift in sales. Medialaan’s research also saw very positive results through its SPIM+ analysis across a range of indicators.