Largo Winch, ambassador for Dior Eau Sauvage!
2001-2002
The famous businessman joined Johnny Halliday and Zinedine Zidane to represent the men's fragrance from Dior.
An iconic personality, Largo Winch personifies the qualities of Eau Sauvage: the masculinity and the mystery, elegant, audacious, handsome, the young man is all man. He incarnates the timelessness of this unique fragrance, the success of which has never been refuted since its creation in 1996.
Plan
- original design by Philippe Francq
- poster campaign in France and Belgium
- advertising campaign in magazines
Results
- recognition score of 58%, a lot higher than the standard 30.
- approval score of 82%, compared with the standard of 59% (source: Stratégies Magazine n°1202).
- a lot stronger segmentation and a better efficacy among the two target audiences: faithful consumers over 35 year’s old and young people who are buying eau de toilette for the first time.