Ralph Lauren: Mobile to store cross-continental campaign

This case study describes how the Ralph Lauren perfume brand Polo Red targeted Brazilian tourists travelling to and from the US with hyper-personalised messages and creative to achieve standout in the crowded airport terminal environment.

Ralph Lauren: Mobile to store cross-continental campaign

Julien Houdayer and Maya Kosovalic

Campaign Details

Brand: Ralph LaurenBrand Owner: L'OréalLead Agency: S4MCountries: Brazil, United StatesIndustry: Luxury retailChannels used: Mobile & apps, Websites & micrositesBudget: Up to 500k

Executive summary

The principal challenge was to target Brazilian tourists on the move across continents who are disconnected from traditional media (TV, radio, print). In order to do so, the target audience was identified and geo-localised around the initial departure area at the international airports terminals in São Paulo and Rio...

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