When it comes to being a Gentleman, there are certain mannerisms that spring to mind immediately. In fact, it was these very gestures that formed the core mechanic of the Givenchy Gentleman only launch campaign. Chivalrous acts such as opening doors, carrying bags for shoppers and holding umbrellas over customers' heads during the wet weather featured during the live activity out and about on the street!

In order to find the right type of “gentleman” we held an extensive casting to find that optimum mix of good looks and impeccable manners. Once our team were selected, which included some females to appeal to our male consumers, we worked with a deportment coach to ensure that the mannerisms and gentlemanly acts became second nature to our staff.

The main objective of the campaign was to drive mass awareness, so our team visited multiple environments and busy commuter hubs, handing out samples of the fragrance, and offering gentlemanly gestures wherever appropriate. A large part of the activity was targeted around John Lewis in order to drive sales, the fragrance flew off the shelves, generating a sweet smell of success in terms of activity results!