Burberry where looking to launch their latest fragrance, My Burberry. Described as a "scent that captures the fragrance of a London garden after the rain, made up of sweet pea and bergamot fused with geranium leaf".
Part of the offering from Burberry was allowing customers to personalise their bottles by having their initials monogrammed onto the bottle. Burberry where looking to leverage this with their OOH campaign.
The solution was a real-time, second screen experience in London's Piccadilly Circus. Users could monogram a bottle on their mobile and see it come to life on the OOH screen. They could then purchase via their smartphone and collect at Burberrys flagship store in central London.
In addition, users could share their personalised monogrammed bottle via social channels to share their MyBurberry love.
With the success of the London activation, it was extended to Paris, New York and Singapore as well as a second location in London at Covert Garden.
Campaign article can be read here.
Above: Example of monogrammed bottles with users initials (image sourced from Google)
