A promotion for a Hugo Boss limited edition fragrance for men.

The strategy being that Hugo supports creativity. We showed this by asking for user submitted sayings on a micro-site. These sayings were meant to show the entrant’s creativity in a Hugo way. (“Hugo-isms” – are what we internally called them.) It was also a chance for the target demo to have their “hugo-ism” and name put on a billboard in the trendy meatpacking district of NYC. The campaign started with an email blast and blog seed that drove people to the micro-site. This was supported by billboards, bus shelters, wild postings, print, and online banners. Aside from promotion these showcased our own “Hugo-isms” to get the consumer interested while providing them with sample “Hugo-isms”. Traffic was driven to where thousands of entries were submitted. Out of the ten finalists one winner was selected through online voting and a committee from Hugo Boss. In the short 3 month time that this program was live it generated enough hit’s to crash the server and click through rates that were 3 times as high as average Proctor & Gamble rates.

We created a series of "Hugo-isms" that were meant to be provocative. They did their job to drive traffic to the site. There were OOH as well as banner ads with these messages to drive interest.

This is the winning billboard that was put up in the meat packing district of NYC.


Banners had a 2.3% Click thru rate. Three times the P&G rate and doubling our expectations. Because of the unexpected response our host server crashed and we had to upgrade bandwith to deal with traffic. Registrants were from 50 states and over 30 countries. (Even though winners could only be from the U.S.A.)

The deck above is the initial presentation. You can see the thinking that went into the campaign even at the early stages.


This women's fragrance was based around Maggie Gyllenhaal. She's the perfect modern girl.

A very simple concept for Hugo Element.