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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

StoryDescription.jpg

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.

Experience seeker

THE EXPERIENCE SEEKER

"Born to Be Wild" -Steppenwolf

Traveler
Music Junkie

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. 

How Hard Rock outshines Disney

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. 

Insights and Opportunities

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.

Pillars Diagram

FRAGRANCE DESIGN AND PACKAGING

Fragrance Story
Logo
Fragrances

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. 

Media Mix
Social Plan

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.

Tender1
Tender 2

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.

Spotify 1
Spotify 2

OUT OF HOME

billboard
Billboard 2
digital kiosk
Billboard 3

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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Launch Event Floor Plan

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 Pattern

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

Maroon5 Pattern

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 Pattern

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

  • Branded towels

  • Scented sunscreen

BAR

  • Themed crafted cocktails

  • Branded flasks

  • Branded shot glasses

  • Filter in scent

  • Fragrance display

  • Spotify playlist from artist 

PUBLIC RESTROOMS

  • Scented soaps

  • Spotify playlist from artists

SPA

  • Toiletry sets

  • Promotional Rock Your Senses massage 

MERCHANDISE

Merchandise
GiveBack

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

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