Mr. & Mrs. Million’s Dramatic Red Carpet Entrance

Luxury fragrance brand Paco Rabanne tasked Havas Events North America with creating a launch event for their new “Million” fragrance line for men and women in three critical American markets — New York, Chicago, and Miami.

Havas Events NA’s creative solution was to weave a narrative story around the product’s packaging. Referencing the “1 Million” fragrance’s shape of a gold bar and “Lady Million’s” gold diamond form, we personified the fragrances, casting faux celebrities as brand ambassadors in an orchestrated stunt with retailers Macy’s and Sephora. 11 flagship stores were targeted.

A gold armored SUV escorted by a motorcade of golden Harley Davidsons brought a one-in-a-million delivery from Chicago, to Miami and New York City. But it wasn’t gold bars and diamonds, as people expected — A dashing gentleman, Mr. Million, and his femme fatale, Mrs. Million, stepped out of the golden carriage, to a red carpet welcome at retail stores. It worked. As paparazzi frantically popped flashes, a curious buzz spontaneously formed around the faux celebrities.

Havas Events NA went beyond what was initially asked, implementing a clever activation that looped back to the brand’s essence and lifestyle. The result – 169,025 tweets, more than 6,629,787 media impressions, a blog posts and re-posts by key influencers.

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