Case Study: Paco Rabanne

Fame is Paco Rabanne’s new perfume with American actor Elle Fanning acting the face of the campaign. As part of their nation-wide marketing campaign, Puig and Paco Rabanne aligned the launch of their new feminine fragrance with key fashion events, and included Drovo’s electric-taxi offering as part of their out of home advertising strategy.

A Launch to Remember

What better time and place to launch Fame‘s on-taxi campaign in the UK than a sunny Oxford Street during London Fashion Week? Drovo supported Paco Rabanne’s nation-wide out of home campaign through our swarming event add-on. This meant that Fame branded black taxis swarmed in front of Selfridges, where brand ambassadors handed out samples of Fame to shoppers, tourists and Londoners in front of Drovo’s electric taxis. 5000 samples were distributed in total.

Footage from Drovo’s sampling event for Paco Rabanne.

An Evening in Mayfair With ES Magazine

To celebrate the 1 year anniversary of ES Magazine’s successful rebrand and Ben Cobb’s appointment as director, Drovo organised another swarming event. Influencers and music artists including Paloma Faith, Rina Lipa and Charli Howard were collected from their homes by Drovo’s Fame branded electric taxis and dropped off at Mark’s Club in Mayfair. The branded taxis added an eye-catching branded backdrop to the reception while ensuring that the influencers and music artists could collect social media content for Paco Rabanne before and after the event.

Uniquely Transparent

In terms of results, Fame taxi campaign was a resounding success. With our state of the art vehicle tracking, we are pleased to show via our campaign dashboard that over 7,153 total hours 39,052 miles were driven by the our drivers. Drovo’s Fame branded electric black taxis were most often seen in Paco Rabanne’s target ABC1 demographic areas such as Westminster, City of London and Southwark, with additional hotspots around Heathrow Airport and Canary Wharf.

A view from the dashboard: Fame by Paco Rabanne Taxi’s on the road


A 100% Carbon Neutral Campaign

With Drovo’s accurate vehicle tracking technology, we are able to ascertain exactly how much carbon offsetting needs to take place to fully offset the emissions from each campaign. For Paco Rabanne’s Fame campaign, 6.5 tonnes of Co2 needed to be offsetted: 7 willow trees were planted in Grizebeck, and 20 square miles of existing forest were protected.