How YSL engaged with Anghami listeners to launch their new fragrance using the immersive audio 8D technology.
The challenge
Moving closer from a distance
March 2020: L’Oréal launched their latest female fragrance “YSL Libre”, featuring the sights of sounds of their brand ambassador, global pop sensation Dua Lipa.
Sponsoring one of her top playlists on Anghami, the campaign made a lot of noise with streams increasing by 440 per cent in less than 2 weeks. Then, Covid-19 struck, and the campaign placed on PAUSE.
August 2020: Staging a comeback YSL and Anghami set out to re-ignite the YSL Libre campaign which had sat dormant for the past 5 months. The comeback had to be well orchestrated, and in tune with the challenges which the Covid-19 crisis had brought to the mix:
Fragrances are highly experiential products. How would the campaign build awareness and engagement and get users to feel the intense power of YSL Libre in the wake of the Covid-19 Pandemic when consumers were practicing caution, locked indoors and socially distancing themselves?
The approach
Introducing a virtually irresistible connection.
Fragrance ads build emotive connections, by inspiring a range of feelings and fantasies. Leverage Anghami’s newly introduced commercial opportunity “Immersive 8D Audio Ads” YSL became the first brand in the region to pioneer the development of a highly experiential journey for YSL’s Libre brand, featuring Dua Lipa.
Cutting edge 8D immersive audio technology helped to recreate the previously designed YSL Libre audio ads into the new 8D format, with distribution commencing across the GCC, targeting females (18-44).
“Immersive or augmented reality Audio is a sound design technique that places the listener at the heart of the action. Users can be transported to places and experiences all through the power of sound. In simple terms, it is virtual SOUND reality. The technology gave users a unique experience, where Dua Lipa’s voice empowered women and enticed engagement, ultimately bringing the perfume brand closer to its potential consumers.
The Results
The sweet smell of success
Faten Braik Leone – Senior Marketing Brand Manager, YSL Beauty GCC
‘Undoubtedly, Anghami was going to be part of our launch campaign partners for LIBRE eau de parfum, embodied by Dua Lipa. She has a large regional listener-ship and we were keen on addressing her fans directly with exclusive content which they would relate to. Airing her cover of I’M FREE, the soundtrack of the LIBRE TVC and a Behind the Scenes recording of her stating why she IS LIBRE made it a success! We look forward to building more efficient targeted campaigns together’.
Bishr Hamwi – Digital Manager, YSL Beauty GCC
‘When we approached ANGHAMI, we were seeking an unconventional yet effective solution to showcase the true spirit of LIBRE, our fragrance star launch of 2020, in way that resonates with music lovers in the region. With DUA LIPA being our ambassador and the innovative formats ANGHAMI, this collaboration was a BIG SUCCESS on every level!’
Romy Hajjar – Media Supervisor, UM MENA
‘We are proud that YSL Beauty was the first brand in the region to run 8D Audio ads with Anghami especially that the campaign was all about freedom and empowerment. Having Dua Lipa as the brand ambassador tied it all together and was a natural fit with Anghami. We are always keen to push for innovation and are very happy with the success we had. Looking forward for more successful partnerships and campaigns with Anghami’.
Ramy Al-Kadhi – Partner Sales, Anghami
‘What we were able to leverage here was the artist Dua Lipa, and her association with the brand. Using the latest tech at our production studios, we were able to elevate the brand experience with immersive technology to make the person on the end of the message, feel closer to the artist.’
Ramy Kassis – Associate Industry Director, DMS
‘Innovation, partnership and resourcefulness have always served at the core of what DMS offers to brands. Our orchestration and pairing together of our media partner Anghami’s breakthrough 8D ads technology with L’Oreal’s high-impact campaign turned out to be a note-for-note, perfect match. The results speak volumes, as we exceeded all the predetermined KPIs. There’s no better way to thank our clients and partners for their trust, then to deliver exceptional excellence’.
The Audio
