BRIEF & AGENCY ASSIGNMENT
Winning over Gen Z
How do you bring a heritage brand like Felce Azzurra into Gen Z’s imagination in a way that feels credible and relevant, without losing authenticity? You start by listening.
We activated our proprietary listening platform, Hi! Human Intelligence, to involve the generation reshaping culture, consumption and markets in a true co-creation journey. The goal? To identify a relatable territory able to express the brand positioning “The scent of well-being” through a contemporary, unconventional lens.
IDEA
Azzurra, AI Fragrance Ambassador
So, who is Azzurra? An empathetic AI ambassador created to explore the connection between fragrance and emotional well-being, leading Felce Azzurra into a new era of communication. She’s artificial intelligence with a human touch, powered by the brand’s heritage and olfactory know-how. Her mission? Helping her community tune into their emotions and choose the mood they want to embrace each day.
LAUNCH CAMPAIGN
Did somebody say phygital?
For a digital creator, social media was the natural habitat. We launched Azzurra on Instagram with a dedicated profile (spoiler: TikTok is coming soon), supported by a Meta campaign and a cinema activation. For her big debut, we brought her to the big screen with a dedicated trailer and an on-site activation featuring Azzurra-inspired cosplayers, sampling and branded gadgets, timed with the release of Avatar: Fuoco e Cenere.
Results
6.5M reach (+8% vs KPI)
433k profile visits (+290% vs KPI)
15.7M impressions
+70K interaction
3.5K saved posts
* referred to launch campaign
