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Objective >

David Beckham, one of the world's most recognisable global personalities, visited Australia for an exhibition football game. As part of his trip, a media appearance was held to launch his global fragrance in the Myer Sydney store. The event aimed to introduce the brand, support its major retailer, and cement COTY's position as the distributor of the David Beckham fragrance.


Action >

We collaborated with COTY’s marketing/PR team to infuse authenticity into the launch by involving young excited footballers. This approach transformed the event from a mere endorsement exercise into a heartfelt celebration of giving back to these young Australian fans, providing the media with a genuine and engaging narrative.


Reaction >
The event was enormously successful with media from around the world featuring the content of the event as a major part of their news and lifestyle programming within 24 hours. The sales of the product increased by ten fold post the event and have continued to rise. "We asked the team at interPlay to activate a creative way for us to deliver our PR activity for the launch of the new David Beckham fragrance in Myer City store. They provided the event with a real-life touch incorporating kids of 'the world game' appearing with David giving the kids an experience they will never forget! - interPlay were the perfect extension of our marketing and PR team and we could not have asked for a more positive and extensive global media coverage” - Anita Kaurinovic PR & Communications Manager COTY Australia Pty Limited.

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