The augmented reality creative, developed by IPC Digital, invites InStyle readers and website visitors to Make Alice Naughty. By holding a special symbol in front of a webcam, visitors see the pencil drawing of Alice spring to life. She strolls across the screen, sprays the new perfume and transforms into a mischievous and playful character.
The augmented reality element is featured in a bespoke Naughty Alice microchannel, created especially for the launch. The site includes details of the fragrance, a promotional video, a competition and the opportunity to purchase the fragrance from Selfridges.
An advertorial in InStyle magazine and promotions on www.instyle.co.uk, including high impact takeovers, will drive consumers to the digital campaign. There are also digital drivers on www.marieclaire.co.uk and www.womanandhome.com
Linda Swidenbank, publishing director of InStyle, says: “We’re delighted to have worked with Coty Prestige on this campaign for the Vivienne Westwood Naughty Alice fragrance. It’s a fun and glamorous creative that will achieve real stand-out – our readers will love it.”
Liz Garratt, MD, Coty Prestige says: “We came up with the idea of using Augmented Reality to bring to life for consumers the fun, flirtatious spirit of Vivienne Westwood's Naughty Alice fragrance. We are very excited to partner with InStyle on this creative initiative.”
The deal was brokered by Nicola Ponting, digital account director in IPC Digital, and the Coty Prestige team at OMD.
