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Internet trends: marketing research & predictions

Christina Aguilera Perfume – Guerrilla Marketing In Israel

March 7th, 2009 by

This is actually the first time ever that any of Christina Aguileria’s perfume was launched in Israel. Based on the concept: “Sometimes it’s all you need to wear”, Tel-Aviv agency Mizbala’s mission was to create an unprecedented awareness campaign that will motivate consumers to purchase Christina Aguilera’s latest perfume ‘Simply’. The campaign budgeted one and a half million shekels ($353 K) for advertising on TV, in magazines, online & huge guerrilla marketing.

Agency placed 150,000 sedate coat hangers with a sample of the perfume & a branded Christina Aguilera label around Tel-Aviv to entice over 1,500,000 consumers. On TV it got a coverage on the Guy Pines show, one of Israel’s most rated entertainment TV shows. The campaign led to the highest ever sales for a new perfume in Israel & was sold out after 3 days.

Check out the photographs of guerrilla marketing in flickr & here

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4 Responses

  1. Barbara Ling, Virtual Coach Says:

    Now

    ““Sometimes it’s all you need to wear””

    What a tagline! I’d certainly remember it too. Thanks for sharing!

    Barbara

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