Lacoste, one of Coty’s leading fragrance brands, launched its latest campaign, Lacoste Superheroes, with a two-day experiential pop-up and sampling activity at Westfield London last weekend, November 19 and 20.

The experiential pop-up featured an AR element and a Lacoste Superhero photobooth, instantly spotlighting participants in real-time on the big screens located around Westfield London. When players sign up, they’ll automatically receive two NFTs alongside a virtual wallet. They can then launch the game in AR mode and gain access to a virtual map allowing them to scan the area to find a virtual prize box location.

By locating NFT drops on the virtual treasure hunt, participants unlock interactive AR experiences linked to prizes, including iconic Lacoste Polo shirts, fragrance samples and full-sized fragrances, exclusive gift hampers, fragrance gift packs and more. NFTs will be available nation-wide, so everyone can join the treasure hunt and receive a Christmas gift from Lacoste. This campaign targets Gen Z, 16–34-year olds, who expect more from brands than just a product, such as offering an immersive experience.

Media planning and buying was developed by Zenith UK, while concept development was led by Ocean Labs and Coty. The campaign includes a full funnel activation of social media, online video, influencer marketing, and retail POS which aims to bring Lacoste Superheroes campaign to life and cut through the Christmas fragrance noise in the lead up to this holiday season. By bringing this fun and immersive experience to life through the playful element of gamification, Lacoste will interact with consumers at the intersection of digital and real life to bring online, offline.

The experience lasts through December 4 with a total of 120,000 NFTs up for collection through the AR game which is accessible via QR codes located on Ocean’s digital screens in key cities across the UK such as Birmingham, Leeds, Liverpool, and Newcastle.

Katie Morrison, planning account director, at Zenith, said: “The lead up to Christmas is a busy time for fragrance campaigns, so we wanted to bring the Lacoste Superhero concept to life and differentiate ourselves from other fragrances by giving an experience back to our consumers, and having a bit of fun which reflects our audiences’ behaviours in the merging of digital and real-life experiences. Working with the Ocean team has been great as they’ve been pivotal in bringing the campaign to life via both the AR game and the experiential event at Westfield which we’re all so excited to see come together and start playing the game!”

Susie Thompson, media & communications senior director, Coty UKI, said: “We are really excited to launch this experiential activation as part of our dynamic Lacoste Christmas campaign. At Coty we are always passionate to stretch the boundaries in terms of how digital capabilities and interaction can enhance our customer experiences and this is a superb example of how digitizing OOH environments can truly bring to life the interests and passions of Gen Z.”

Melanie Blood, head of project management, Ocean Labs said: “This is Ocean’s first tokenised OOH campaign using augmented reality to connect players to our large format screens to win premium fragrance samples and gifts. It’s very shareable, fun, memorable and puts Lacoste’s fragrance collection front of mind and on everyone’s Christmas wish list.”

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