NEWSLETTER

NEWSLETTER
April 2015
COMMUNICATIONS ACTIVITIES
OUTDOOR LIFESTYLE CAMPAIGN
IN DUBAI
The year 2015 started out in the best possible way,
with a lifestyle campaign for eyewear, watches,
fragrances and jewellery focusing on the taxis
of Dubai.
COMMUNICATIONS ACTIVITIES
FILM FRAGRANCE CAMPAIGN IN ITALY
February 12 2015 marked the début in Italian cinemas,
approaching Valentine’s Day, of the long-awaited film “FIFTY SHADES OF GREY”, based on the 2011
novel by E. L. James, a best-seller that sold 3,500,000 copies in Italy alone.
The film and its many fans in Italy and all over the world represent a global phenomenon of gigantic
proportions.
Police marked the occasion of the film’s début to start a film campaign of 30 second ads
for THE SINNER MAN&WOMAN fragrances, the concept of which is inspired by the forbidden
games of FIFTY SHADES OF GREY; the video went on air 1000 times while the film was in cinemas.
The biggest cinemas in the circuit also gave out POLICE THE SINNER MAN&WOMAN scratch & sniffs
while the film was on.
The campaign has confirmed the success of THE SINNER, a twin concept launched in 2014 which
accounted for 20% of total POLICE Fragrances sales in its first year on the market.
COMMUNICATIONS ACTIVITIES
UPCOMING EVENTS: OUTDOOR CAMPAIGN
IN THE UK FOR THE LAUNCH OF ICON
The new Police fragrance Icon will be
launched exclusively by Superdrug
in Great Britain starting on April 8, and
all over the country on May 11; the launch
will be supported in May with a digital media
campaign and an OOH CAMPAIGN with giant
towers set up in high-traffic areas and
screens in major shopping malls.
DYNAMIC
OUTDOOR CAMPAIGN
FOR EYEWEAR IN EUROPE
In Spring/Summer 2015
Police will present
an important dynamic
advertising campaign
in Europe’s key markets
featuring a series of
completely branded buses
in major cities in France, Italy,
Spain, Portugal, Germany
and Austria.
The campaign will be held
April 27 through July 7.
In Italy, the dynamic campaign
will be accompanied
by a static poster campaign
in city centres and major
railway stations.
COMMUNICATIONS ACTIVITIES
TELEVISION CAMPAIGN
As announced in our previous newsletter,
Police appeared on television in the UK
in December with a second ten-second
ad campaign that puts us on air at the hottest
times of year for watches.
The campaign’s impact on sales has been
unbelievable.
A new television campaign for eyewear will
go on air in Italy’s RAI networks starting on
April 7 with 5, 10 and 15 second ads as well
as advertisements superimposed onscreen
during television programmes.
PR ACTIVITIES
POLICE CELEBRITY PLACEMENT
American actor Samuel L. Jackson was spotted
wearing Neymar Special Style S1948 col.NV9H.
Samuel L. Jackson usually played bad guys before
becoming an action hero in Spy (1996) and in Die
Hard (1995). His performance in Pulp Fiction (1994)
gave him an Oscar nomination for his character
Jules Winnfield. In the eighties he became well
known by three movies made by Spike Lee
– Do the right thing (1989), Mo’ Better Blues (1990)
and Jungle Fever (1991).
He received a Silver Berlin Bear for his part in the
movie Jackie Brown (1997) as Ordell Robbi.
Recently he starred in Iron Man (2008), Iron Man 2
(2010), Thor (2011), The Avengers (2012),
Captain America: The First Avenger (2011) and
Captain America: The Winter Soldier (2014) .
He is set to reprise the role again in the 2015 film
Avengers: Age of Ultron. It has just been confirmed
he will have a major role in Quentin Tarantino next
movie.
CALUM BEST WEARING POLICE
WATCH “HORIZON”
Calum Best - son of football legend George Best
- is a British-American model, actor, television personality,
and reality television participant.
We gifted Calum a Police watch after winning UK Celebrity Big
Brother and he posted this Instagram image.
Within few hours it had more than 3.300 likes and 69
comments (including “Looking good! Love the Police watch!”).
He is releasing his autobiography and is therefore widely
in the media at present.
PR ACTIVITIES
AMERICAN ACTOR JEREMY PIVEN WEARING
STYLE S8960 COL.531B
Jeremy Piven has been gifted Police sunglasses
and wanted to thanks De Rigo sending this selfie.
Jerey Piven is best known for his role as Ari Gold
in the comedy series Entourage, for which he has
won one Golden Globe Award, three
consecutive Emmy Awards, and several other
nominations for Best Supporting Actor.
He is also known for playing the titular role in the
British drama series Mr Selfridge as well as Jerry
Capen on The Larry Sanders Show.
NEYMAR AND POLICE
Neymar and Police have got another important cover,
on the March issue of British sports magazine Sport
Forever. The magazine includes a 7-page article
to Neymar in which Police and the photos taken for the
recent photo feature are given considerable visibility.
WEB
NEW GRAPHICS FOR
WWW.POLICELIFESTYLE.COM
“NEYMAR’S
BIGGEST FAN”
CONTEST
A new online contest
started on March 30:
“Neymar’s biggest
fan” Neymar and
Police fans are invited
to enter by uploading
a photo showing how
much they like the
Brazilian footballer
to Police’s social
network pages.
10 fantastic prizes will
be awarded to
the biggest and most
original fans!
The new version of the Policelifestyle.com web site is now online.
All-new graphics present the brand with a fresh, high impact look.
The new structure makes it easy to view the website from any kind
of device, so users can enjoy easy, uninterrupted connection with
their favourite brand.
TRADE MARKETING
REAPER PROMOTION
Our Reaper watch is the
perfect urban timepiece.
For those who will choose it,
there will be a fantastic Police
gift: an exclusive compressed
t-shirt.
The promotion will run during
next Spring Summer in many
European, African and Middle
East countries.
TRADE MARKETING
SWISS TRADE PROMOTION
BASEL
BASEL
In the wake of the success
of 2014, another promotion will
be held in spring 2015 in the
Globus stores in Berne and
Basel, from the middle
of February to the middle
of March.
The two stores will host
prominent Police corners set
up in partnership with the
customer featuring brand furniture, images and motorcycles.
Hostesses at the two Police
corners will present the
products in the new spring/
summer collection, and a Police
gadget will be given away free
with every purchase.
BASEL
BASEL
BERNE
BERNE
TRADE MARKETING
EYEWEAR SPRING/SUMMER
2015 SHOP WINDOW
CAMPAIGN
10 European markets with
more than 1500 windows sent:
these are the figures on the
new Police campaign that has
just begun.
2015 PROMOTIONS
After the success of Spain,
Portugal and the UK, in 2015
new markets (Germany and
Austria) have started
developing a customer
fidelity programme, offering
an exclusive Police display
and a calendar of in-store
events to be organised
in partnership with
customers to offer better
service and a variety
of interesting proposals
for end consumers.
Armação Police
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* Para mais detalhes, consulte as Condições junto do seu Óptico.
FRÜHLING Special!
Mit voller Power ins Frühjahr !
POLICE Brillen und die
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original POLICE Power Bar
2 coole
(f. Smartphones und Tabletts).
* Solange der Vorrat reicht
TRADE MARKETING
FRAGRANCES: SPECIAL
PROJECTS FOR THE TRADE
In February, in the wake of the
success of the film “Fifty Shades of Grey”, Mavive has begun
a co-marketing project with
Piemme Editore,
developing customised displays to be set up by the cashier’s desk
at 50 Douglas perfumeries as well as independent perfumeries and
Mondadori and Giunti bookshops.
Each display unit contained folders with a preview of the book on the
biography of the star of the film “Fifty Shades of Grey”, with samples
of Sinner Man or Woman on the cover.
The operation was publicised on the Police Fragrances facebook
page and on the web site www.edizpiemme.it with intense posting
and contests on the topic.
OTHER LOCAL PROMOTIONS
Spain also marked the coming out of the film “Fifty Shades
of Grey” in February with a contest focusing on THE SINNER
organised in collaboration with Body Bell perfumeries and
participating cinemas in the country.
Customers purchasing THE SINNER received a ticket for
“50 SOMBRAS DE GREY” or any other film showing.
A mini-site was also created where customers could enter
to win THE SINNER fragrance, and special in-store materials
were developed to promote the fragrance and improve
its visibility using alternative tools to the usual in-store
materials.
Etihad Mall
Intu Derby
PRODUCT NEWS
NEW CAMPAIGNS
AND LAUNCHES: ICON
The year 2015 started
out with the clamorous
world-wide launch of
a new line of Police
Fragrances: ICON.
The cut glass bottle was
presented in 3 sizes, 40 ml, 75 ml
and 125 ml, and was praised right
away for its unique, attractive,
anti-conformist design expressing
power, energy and elegance.
ICON is a unique fragrance heralding
the start of a new era. The aromatic,
spicy fragrance has a bold,
unmistakable note perfect for a man
of strong personality, and makes the
wearer stand out unmistakably.
The fragrance’s new icon is the
falcon, a bird of prey known for
its elegance and majesty.
The advertising
campaign was once
again entrusted to
artist and photographer
Andrzej Dragan,
a master of the art
of post-production
who has created
an image that captures
the spirit and essence
of the new Police
ICON fragrance.
A strong, ambitious
man, free of fears or
ties, ready to go out
and conquer the world.
PRODUCT NEWS
NEW LAUNCHES
More major launches are planned for the Police Fragrances line in the first half of 2015, such as To Be
Camouflage, a truly unique WORLD-WIDE edition of the iconic TO BE fragrance inspired by military
camouflage wear.
The bottle successfully combining an irreverent shape with contrasting graphics and metal trim for
a high impact look perfect for a bold, even impudent man. The advertising campaign focuses on
the fragrance itself, in a context that underlines the look of the bottle while maintaining a liaison
with the history of the campaigns for the three To Be fragrances. The arm is strong and bold,
just like the fragrance itself; the tattoo on the skin plays with the texture of the bottle, which tends to be
camouflaged, like a chameleon, while at the same time showing off its well-defined geometry.
The advertisement is completed with a provocative slogan, ARE YOU READY TO CAMOU YOUR SKIN?
Suggesting consumers tattoo their skin with the fragrance so as to camouflage themselves.
The other launches are WINGS BLUE, the latest new addition to the Wings line, ICON INTENSE, a very
elegant black&gold version designed specifically for the Middle Eastern market, and two new
contemporary fragrances for men and women, FROZEN and EXOTIC.
POLICELIFESTYLE.COM
Exclusive fragrances will be launched in Italy and abroad.
A special edition of To Be will shortly be launched in the UK inspired by the punk mohican, a symbol of
rebellion that has seen countless new interpretations and transformations down to the present day,
when its subversive meaning has been lost and it has become an icon of cool style and fashion.
In Italy, Douglas perfumeries will produce an exclusive new contemporary fragrance with Police,
Imperial Patchouli, a fragrance designed specifically for the occasion with a boisé, earthy, camphoric
aroma with an aura of elegance and prestige.
ARE YOU READY
TO CAMOU YOUR SKIN?
TRADE FAIRS AND EVENTS
SPARTAN RACE (UAE)
A leg of the Spartan Race,
the world’s leading obstacle
race, intended to help
entrants discover “the
warrior within”, was held
in Dubai on February 20.
The race had more than
6,000 entrants, including
the Crown Prince
of Dubai, Sheikh Hamdan
Bin Mohammed Bin Rashid
Al Maktoum. Police was not
only a sponsor but had
its own stand where all
entrants and spectators
could play games and win
Police prizes.
BASELWORLD
Baselworld, the world’s most
important watch and jewellery
fair, was held March 19 through
26 in Basel, Switzerland.
More than 1500 brands,
all the world’s most influential
watch and jewellery makers
and more than 4000 reporters
from all over the world got
together for the event.
Police was there again this
year, with a high impact stand
presenting its new watch and
jewellery collections
for fall/winter 2015/2016.
TRADE FAIRS AND EVENTS
EYEWEAR FAIRS
Beginning of March has been
a busy period for Police having
2 important fairs in the same
week end.
De Rigo presented the new
collections at MIDO in Milan
and at SIOF in Shanghai.
INHORGENTA
The watch and jewellery trade
fair Inhorgenta was held
in Munich February 20
through 23.
Police was there again, with
a stand presenting its new
spring/summer
collections which was very
popular, appreciated not only
by regular Police customers
but by new partners
in the trade who opened their
doors to the brand
TRADE FAIRS AND EVENTS
BARSTREET BERN
The Barstreet Festival in Berne
is held every year with the
participation of more than
40 bars operated by local clubs
and organisations.
The event offers live music,
dj sets and various forms
of entertainment as well as
food corners.
Police was one of the sponsors
of this unforgettable night
in late January.