Boss Parfums has partnered with Changi Airport Group and The Shilla Duty Free to create an eye-catching, football-themed campaign around the Boss Bottled Unlimited fragrance at Singapore Changi Airport Terminal 1.
Running from 29 April to 9 June, this “first ever collaboration” between the partners brings to life the brand’s latest ‘Success isn’t born, it’s made’ campaign through a combination of retail and entertainment.
The brand owner has built a striking replica of a football stadium just outside the main Shilla P&C store in T1, complete with pitch, tunnel and dressing room seats.
The striking campaign at Changi T1 features a replica football stadium, pitch and mini-football table |
It offers a digital penalty simulation, photo opportunities with life-size props of top soccer players such as Real Madrid’s James Rodriguez, a table football game and the chance to win autographed prizes by Rodriguez. The Boss Bottled Unlimited fragrance is available with exclusive gifts with purchase.
The ‘stadium’ dominates the space in front of the Shilla P&C store in T1, and offers travellers the chance to score in a virtual penalty shoot-out |
Travellers are also guided towards the line-up of Boss fragrances including BOSS Unlimited EDT 50ml. BOSS Bottled EDT 50ml. BOSS Bottled Night EDT 50ml and BOSS Bottled Intense EDT 50ml.
The high-profile promotion aims to build awareness and sales of Boss Bottled, with the help of brand ambassadors such as footballers James Rodriguez, Mats Hummels and Daniel Sturridge |
On departure from Singapore, The Moodie Davitt Report President Dermot Davitt is offered a preview of the campaign by the Shilla and P&G teams including (from left) Teresa Teng, Marketing Manager for The Shilla Duty Free, Eugenia Goh, P&G Prestige Asia Pacific Associate Brand Manager for Hugo Boss, Kwa Chia Erhn, Assistant Marketing Manager for The Shilla Duty Free and Harshita Wardhan, P&G Prestige Senior Key Account Manager for Travel Retail |
