October 17, 2012
French fashion house Chanel is not only sticking to standard print and television placements, but using digital and mobile banner ads to promote its groundbreaking Chanel No. 5 fragrance video campaign with actor Brad Pitt.
The new No. 5 campaign that kicked off Oct. 14 features Mr. Pitt - the first male brand ambassador for the women’s fragrance - in creative that the label is rolling out via print, TV, digital and mobile. The digital ads seem to be the differentiator in this effort since the brand is counting on its YouTube content to engage consumers rather than linking to ecommerce.