Live the Legend: Puig launches Paco Rabanne duo at Barcelona El Prat Airport

Puig Travel Retail Europe has launched a high-profile campaign at Barcelona El Prat Airport for the dual launch of Paco Rabanne’s Invictus and Olympéa Legend fragrances.

The Terminal 1 ‘Live the Legend’ activation will run until July. It includes a pop-up, a digital fragrance discovery experience, gaming and social media and encourages traveller engagement through a range of activities.

Live the Legend: Paco Rabanne makes a bold statement at Barcelona El Prat Airport.

The pop-up is located in a high traffic area inside the terminal’s main retail zone, in full view of all arriving and departing T1 passengers, Puig said.

A geo-targeted social media campaign featuring videos and images alerts travellers to the animation and invites them to discover the new Legend fragrances. Content will be refreshed monthly to boost the durability of the campaign.

Roaring into view: A motorbike forms the centrepiece of the activation and gives travellers a chance to get a compelling picture.

A motorbike, which features metal animal skull front fork and handlebars, takes centre stage on the Paco Rabanne stand and offers photo opportunities. The motorbike was used in the Legend advertising spot.

The pop-up also includes two ‘ride & play’ stations, where visitors can sit on a saddle, choose their character – either Australian model Nick Youngquest or Brazilian model Luma Grothe – and ‘ride’ the motorbike on screen.

Engagement is encouraged through two ‘ride & play’ stations.

At the end of the game, an on-screen message invites participants to try Invictus and Olympéa Legend at the nearby duty free store. There they can claim a sample of the fragrance they first smelt though Puig’s innovative digital fragrance bar.

Testing the senses: The activation features Puig’s digital fragrance bar.

According to Puig Global Travel Retail Managing Director Antoine Lafourcade, Puig is focused on showcasing its “brand builder values and consumer-first mindset”.

He said: “Over the years we have translated Paco Rabanne’s DNA into a series of blockbuster fragrances through creative products and consumer-focused retailtainment.

“Travel retail has played a pivotal role in the success story of Paco Rabanne and we’re pleased with the excitement that the brand’s latest chapter is bringing to travellers through the ‘Live the Legend’ concept.

“With the activation at Barcelona El Prat Airport we are making a dramatic statement about the Paco Rabanne Legend launches, and through innovative, consumer-oriented experiences, we are seeking to instigate footfall and generate conversion in-store with different initiatives: social media, the media site, gamification and the innovative digital fragrance bar.”

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