Marc Jacobs harnesses the power of dreams to launch 'Daisy Dream' fragrance with experiential promotion at Westfield White City

Marc Jacobs’s latest fragrance ‘Daisy Dream’ has launched with an experiential campaign at Westfield London, White City.

Created by Fuse Sport + Entertainment (a division of Omnicom Media Group), the online ‘Dream Capsule’ has been revamped to become a ‘Dream Room’ as part of an immersive and escapist experience inviting shoppers to discover the world of Daisy Dream.

The 6x4 experiential space currently located within the main atrium at Westfield London sees shoppers upload their own dream to the ‘Dream Capsule’ via iPads to be in with the chance of winning a shopping trip to NYC. Visitors can also take away mini deluxe handbag samples, cloud-shaped cookies and a glossy photo of their experience, which can be emailed to them and shared through social media using the hashtag #mydaisydream.

The simultaneous ‘Dream Capsule’ digital campaign, activated locally by OMD UK, allows those unable to visit Westfield to create personalised dream boards which can be shared online. In an additional twist Marc Jacobs will save all shared dreams and send them back to users in a years’ time via email.

Natalia Stathopoulous, brand manager, Marc Jacobs and Vera Wang at Coty Prestige UK, commented: “The Dream Room and the interactive Dream Capsule campaign absolutely typifies the type of experience we want to offer our customers, transporting them into the world of Daisy Dream. We wanted to take our online experience offline, helping more people join the world of dreamers, by keeping their dreams safe, and then sending it back to them a in years’ time, to remind them of their aspirations.”

Fuse Sport + Entertainment worked with visual merchandising agency Edge Retail and specialist brand experience agency ClinkClink to create the custom-built activation.

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