Black XS – Event Marketing: Festival Website

Working closely with Live Nation the world’s leading live entertainment company to help them achieve their Sponsor, Black XS’s objectives.

Objectives

Paco Rabanne’s latest fragrance Black XS, launched their ‘Be A Legend’ campaign. They wanted to drive awareness and the opportunity to trial their new fragrance. They believed the perfect way to stimulate interest with their target market was by extending the campaign to Live Nation’s New Look Wireless and Reading Festivals.

Work

We created digital banners that drove traffic to our bespoke website. The site focal point was to stimulate awareness of Black XS’s new fragrance ‘Be A Legend’, the user was able to experience the campaign at its full potential. This idea of ‘A Legendary Summer with Black XS’ was encouraged by their association with the New Look Wireless and Reading Festival.

The site gave a short overview on both the New Look Wireless and Reading Festivals again highlighting the campaigns relationship with the rock ‘n roll.

We ran a competition where consumers had the exciting chance to win tickets to either the New Look Wireless 10, Wireless or the Reading festival and used this form to capture data for future marketing campaigns.

They also took this opportunity to promote a separate competition also being run which revolved around ‘Who will be the next Black XS Rock Star?’ this included several music videos being embedded into the site where the user was able to vote for who they would like to win. Once consumers had absorbed the website we invited them to explore the brand further on social media sites such as Facebook, Pinterest, YouTube and Instagram.

The site gave a short overview on both the New Look Wireless and Reading Festivals again highlighting the campaigns relationship with the rock ‘n roll.

Results

This successful campaign pushed the awareness of Black XS’s new fragrance ‘Be A Legend’ further than they had expected. It generated over 19,588 views, 4,548 competition entrants, 50 New Look Wireless, 50 Wiresless and 50 Reading Festival tickets were handed out to the competition winners with 100s more clicking through to the various social media sites and the main brand site.

The site gave a short overview on both the New Look Wireless and Reading Festivals again highlighting the campaigns relationship with the rock ‘n roll.

Setting Goals & Objectives

What is the site about?

Paco Rabanne’s latest fragrance Black XS, launched their ‘Be A Legend’ campaign. They wanted to drive awareness and the opportunity to trial their new fragrance. The perfect way to stimulate interest with their target market was by extending the campaign to Live Nation’s New Look Wireless and Reading Festivals.

What are the goals of the site?

The site focal point was to stimulate awareness of Black XS’s new fragrance ‘Be A Legend’. We also needed to capture data for future marketing campaigns & encourage users to explore their social media channels.

Who are the users of the site?

Core Target: 18-25

Broad Target: 15-35

Gifter Adults: 35-55

Constantly referring back to these objectives throughout the design process kept the project on track & inline with the strategic initiatives.

Creating the Sitemap

Once I’ve clarified the objectives, personas & journeys, I create a sitemap. It visualises how the users will navigate the site & what sort of content they will need to support them in their goals.

Low-Fidelity Prototypes

Low-fi prototypes are a great way to have early validation of the product & also saves time making sure I’m not producing wasteful design work.

Creating High Fidelity Wireframes

I built high fidelity wireframes with annotated diagrams. This is also a great opportunity to get stakeholder feedback & discuss functionality.

Final Design Artwork

With several years in design, I’m always keen to get my hands dirty & produce the final high-quality visuals.