
Campaign
Strategy
Art Direction
HARD ROCK FRAGRANCE CAMPAIGN
CLASS GROUP PROJECT
THE ASK
Create a launch campaign and a limited-edition fragrance line, with the goal to capture the hearts of a new, younger target audience for Hard Rock.
THE TEAM
This was a 10-week long group project. As a class, we used strategy and design to develop the campaign. For this project, we partnered with the creative agency, GREY Midwest in Cincinnati, OH.
The team was split into skill sets and different roles. I worked as a strategist focusing on research for the competitive analysis, media mix, target audience, insights, and statistics to support our campaign, as well as the concept development for the launch event.
THE STORY OF HARD ROCK

TARGET AUDIENCE
Our target audience was Millennials and Generation Z between the ages of 18-32. From this, we created three target buckets. To stay true to the music theme we used iconic songs to explain each persona.

THE EXPERIENCE SEEKER
"Born to Be Wild" -Steppenwolf


THE TRAVELER
"Fly Away" -Lenny Kravitz
THE MUSIC JUNKIE
"Bohemian Rhapsody" -Queen
COMPETITOR ANALYSIS



We focused on Disney as the main competitor for Hard Rock because they had many similarities, as shown in the graph. We asked how Hard Rock outshined Disney and found they provide a localized cultural experience within each hotel location. Hard Rock focused on maximizing each experience to the fullest via culture, nostalgia, and customization.

WHY A FRAGRANCE LINE
Through insights and opportunities, we made the connection between sound and music to answer the question of why a fragrance line would work for Hard Rock as they targeted a new audience.

IT'S ALL ABOUT ROCKING YOUR SENSES
Using the four pillars to show the relation between Hard Rock and the target audience, we came up with the big idea for the campaign, Rock the Senses.

FRAGRANCE DESIGN AND PACKAGING


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The personalities of each artist are shown through the colors on the bottles. The waves represent the rhythm you feel running through your veins, taking you to the ultimate place of euphoria. Each bottle is part of the limited edition collection which is sold on the Hard Rock bidding website. Each bottle is uniquely authenticated, signed, numbered, and dated.
TOUCHPOINTS AND CONVERSATION
The media mix gave a brief view of what touchpoint would be provided to speak to the target audience. Next, we made a customer journey explaining how social would dominate the conversation.


FRAGRANCE MICROSITE
The microsite offers information about the fragrances, how to bid on them, and information and purchasing options for the launch event. One month before the event, the index page displays a countdown to the launch.
TINDER PARTNERSHIP
Hard Rock and Tinder give you the ability to swipe right on your favorite artists and bands. Each swipe influences your matches, partnering you with someone with the same taste in music. In addition, by playing you will be introduced to the new Hard Rock fragrances line and be give you a chance to win a launch event VIP pass.
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SPOTIFY
Rock Your Senses on Spotify is a set of Hard Rock playlists curated by artists. It allows you to hear iconic songs by your favorite artists and also be recommended new songs that are similar. The use of paid advertisements will also promote the launch event and bidding for the fragrance line.


OUT OF HOME

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THE LAUNCH
Hard Rock Tampa is the site for the launch event. The venue will provide activities and experiences themed to the fragrance line. A promotional video will be playing on the screen displays as the customers walk towards the themed rooms, AR activations, and purchase/bidding booths for merchandise and the perfume.
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As guests walk through each themed room they experience a full immersion of the senses. The chart below explains what they would smell, feel, taste, see, and hear.

Queen
Far-left room
Smell
Queen's fragrance: amyris, caryophyllene nat, and davana
Feel
Warm air, velvet, ruffles, and fur
Taste
A spicy, dark rum cocktail with lime, pineapple, and absinthe with a chili powder rim
See
Trippy, fluid swirls, and neon orange, purple, and yellow lights
Hear
Queen music

Maroon 5
Middle room
Smell
Maroon 5's fragrance: patchouli, beeswax absolute,and calamus
Feel
Hot air, matte, scratchy, grungy wall textures
Taste
Tequila cocktail with vermouth, bitters, and whiskey
See
Hyper, intense graphics and red, dark flashing lights
Hear
Maroon Five music

Camila
Far-right room
Smell
Camila's fragrance: Broom absolute, white musk, and grapefruit argentina
Feel
Cool air, silk, feathers, metal elements
Taste
White Rum cocktail with mint, grapefruit, and club soda with a purple sugar rim
See
Hazy smoke like a dream and purple, pink, and light blue lights
Hear
Camila music
On the day of the event throughout the hotel, there will be a range of amenities bringing excitement towards the fragrance line launch party.
LOBBY
AMENITIES
POOL
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Branded towels
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Scented sunscreen
BAR
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Themed crafted cocktails
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Branded flasks
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Branded shot glasses
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Filter in scent
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Fragrance display
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Spotify playlist from artist
PUBLIC RESTROOMS
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Scented soaps
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Spotify playlist from artists
SPA
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Toiletry sets
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Promotional Rock Your Senses massage
MERCHANDISE

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TEAM MEMBERS
Rose Andrews
Deeksha Biddappa
Claire Cronin
Sarah Greenberg
Mijin Han
Maitri Kamdar
Prayag Nair
Tristan Needham
Lachelle Robotham
Hannah Wu
*Graphic elements are credited to the design team