Chloé transforms the Mitteldom into a sea of flowers

Keyfacts

Floral decoration
Central promotion area in the Mitteldom
Comprehensive media campaign in the centre

Even though it’s slowly getting wintry outside, things got really flowery again at Oberhausen’s Westfield Centro at the beginning of November as luxury brand Chloé presented its new fragrance line “Chloé L’Eau de Parfum Intense”. For the duration of the campaign, Chloé occupied the Mitteldom with a floral-themed promotion area and had a strong media presence in and around the Mitteldom, which is the epicentre of this flagship destination.

Flowers – an expression of femininity

Wherever you looked during the campaign, colourful flowers abounded. On the elevator, the escalator, the 360-degree HALO screen and the flags suspended from the ceiling – Chloé’s latest perfume was the centre of attention in the Mitteldom. The new “Intense” fragrance in the product range reflects the aura of inspiring women and their diverse stories. In keeping with this, a series of various expressive models lend their faces to the campaign and embody the essence of femininity.

With colourful flowers set against a white background, the decoration of the promotion area really stood out, making it somewhere that visitors were happy to stop in their tracks.

Flowers as far as the eye can see. Chloé's extensive promotional campaign brought a real spring feeling to the Mitteldom.

The newest member of the Chloé product family reflects the essence of femininity. Fittingly, strong women embody the campaign.

Visitors to the stand were able to obtain advice and see the brand's new "Intense" fragrance for themselves.

The promotional stand right beside the escalator was plain white in colour, making the colourful bouquets of flowers in stylish white vases on the wall of the campaign area stand out even more, underlining the campaign’s floral touch. The perfume itself naturally took centre stage in the promotion area. At the stand, visitors could try out the fragrance and obtain advice on the brand’s product line-up, and were also able to inspect the timelessly chic perfume flacon used by the “Intense” range. The stylish, iconic bottle is decorated with a red bow in the characteristic style of the product range.

High utilisation of media surfaces

By combining the Brand Experience area in the heart of the Mitteldom with an extensive media campaign and the use of the various promotion areas in and around the Mitteldom, there was no escaping Chloé’s latest fragrance at Westfield Centro. The various touchpoints of the campaign gave the brand a strong presence throughout the centre.

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Cases

Flowers – an expression of femininity

High utilisation of media surfaces