London – 28th June, 2023: Today COTY and Teads, the global media platform, announce the results of the 2022 Superhero Christmas campaign for Lacoste. This innovative campaign tied into Coty’s festive campaign for Lacoste, delivered incredible consumer engagement and outcomes for the perfume brand, including a 35% increase in consideration and a 51% increase in ad recall.
Christmas is a difficult time for brands to create cut through with consumers, and this especially true for perfume brands. At a time when the market is saturated with fragrances trying to engage with potential buyers, Coty wanted to use a combination of outstanding creativity and market leading technology in order to promote the Lacoste gift sets. Coty created for Lacoste a 2022 Holiday film that was a frantic and festive adventure that saw Santa’s elves replaced by a team of superheroes. Titanic strength, supersonic speed, and mastery of time… to each his own style in Team Crocodile. Criss-crossing the city, the superheroes surprised all generations with gift sets of Lacoste Eaux de Toilette and Eaux de Parfum.
As long-term partners of Teads, Coty wanted to leverage the full potential of the global media platform in order to deliver the results at such a critical time of year. Through an Atelier with Teads Studio, high-attention display assets were developed to drive impact across Teads’ premium publisher platform. Individuals were invited to find out which Lacoste superhero best represented them, to “Reveal your superpowers” and “Find the giftsets in the city”, at which point they were directed to an incredible Augmented Reality experience. The users’ location was then decorated in festive, winter themed, ornaments and weather, with a treasure hunt showcasing the Lacoste gift sets around them.
Teads’ unique ability to deliver this festive game within web environments, means that Coty’s Holiday campaign benefited from the combination of open access (i.e. not requiring app download) and high attention for the ads themselves, due to combination of creative impact, quality media environments and impressive data relevancy and targeting on the platform.
Stephanie Huleux, Global Media Senior Director, Coty said: “It’s truly fantastic to see innovation delivering outstanding brand experiences for the Lacoste brand. Christmas is such an important time of year for our advertising to deliver outcomes for all of our businesses, so having a partner such as Teads who can measurably help us do so through fantastic experiences for our consumers gives us a fantastic competitive advantage.”
Paolo Mulè, Global VP Strategic Accounts, Teads added: “We’re immensely proud of our work with Coty. As a company that looks to push the boundaries of creativity and technology, they’re the perfect partner for Teads to lean in and showcase the business outcomes the platform can deliver for Lacoste.”