On the occasion of the launch of the new feminine fragrance L’Interdit Rouge Ultime, Givenchy carried out an eye-catching special action in Madrid’s Plaza del Callao with the aim of generating brand awareness and product sales.

A show of laser beams and electronic music, combined with the synchronized broadcast of a video on the outdoor screens of the Callao Cinemas and El Corte Inglés, served as a preamble to the broadcast of the new fragrance’s spot.

A countdown on the screens preceded the show that flooded the square with red laser beams, a nod to the color of the new fragrance’s pack and its positioning: that of a fiery and daring perfume that invites you to cross the red line. A light and sound show for which the streetlights in the square were turned off and several fog cannons were fired, helping to create an atmosphere that enhanced the show. The video projected on the screens showed images of laser beams, similar to those in the square, ending with the image of the new fragrance which, after jumping through the air, gave way to the brand’s spot.

The action achieved more than 100,000 DOOH impacts in the 2 hours that each activation of the show lasted. It also achieved a great viralization in social networks and connection with the local female target.