November 2005 - Spain

Hugo Boss launched its new fragrance, Energise. To present the brand image, the commercial developed for the product launch had an urban, modern look, with a man walking along city streets and entering shops. The media launch coincided with a campaign held at universities in Spain and Andorra aimed at showing the innovative side of the new brand.

Through its ad agency Circus Event, Hugo Boss hired SIA Interactive to develop a virtual reality game as the main attraction of the Roadshow. The game is based on the commercial, and players had to do different things like walk down an alley and find perfumes at a shop. Four terminals with helmets and sensors were installed in the truck that traveled to the different locations. Finally, the game asked participants to enter their personal information (including gender and age) to create a database for Hugo Boss.

The campaign was a big hit, with long lines of young people waiting to play at each stop along the way. A total of 3,000 people played the game and many others watched on monitors. The brand achieved its goal: getting its marketing message across to its exclusive target audience.

“Since it was the key part of the campaign, the game had to be innovative: it had to get young people’s attention. This is why we called upon SIA Interactive, whose solution was excellent and totally aligned with the commercial’s message. Most importantly, participants loved it”.

Carlos Castro
Director of the Hugo Boss Account
Circus Event