Burberry is launching its latest fragrance, MyBurberry, with a campaign that's all about personalization. Via a website promoted by interactive TV, billboards and social media, customers can get their initials monogrammed for free on a 90ml My Burberry bottle.
The campaign will target smartphone users via interactive billboards in Piccadilly Circus and Covent Garden in London, or the Meatpacking district in New York, as well as social media users and viewers of Channel 4's On Demand service, where viewers can see a personalized version of the new ad for MyBurberry (a stylish black and white affair featuring Kate Moss and Cara Delevigne together, shot by Mario Testino).
Once people have purchased their bottle (priced at 90 pounds) they will receive directions to their local Burberry store to pick it up. The campaign was masterminded by Christopher Bailey, Burberry's chief creative and CEO.