In correlation with the launch of the Avène Intense Protect SPF50+ and the TriAsorB sun filter, VASS activated an interactive and engaging PR event for influencers as an ideal activity to raise awareness surrounding Avène Sun.The concept was The Sun Is Blue - reflecting the groundbreaking sun filter and Avène‘s revolutionary technology protecting skin from the sun’s damaging High Energy Blue Light (HEV). By highlighting the attributes of Intense Protect SPF 50+, guests were invited to dress in something blue and attend a blue party at Oslo’s trendy Hammerhai Bar.
The venue by the harbour reflected Avène’s ocean friendly attributes, as well as the Avène Sun orange profile with colourful orange interior. In addition, the venue was decorated with blue and orange flower bouquets, orange Avène sun loungers, blue star lights, Avène branding and a customised The Sun Is Blue Party menu featuring bespoke drinks exclusive for the event. On the menu were blue mini burgers with fries and blue aioli.
To engage the guests, an Avène representative presented the sun range and the new sun filter, as well as the importance of shielding skin from HEV. Following the presentation, guests were invited to take photos with Avène’s UV camera, showcasing explicitly when skin is and is not protected from damaging UV and HEV. The activation ensured a top-of-mind status for Avène and acted as overall brand building for Avène. The memorable event was an incredible success with over 45 guests in attendance. The happening stimulated incredible resonance, boosting loyalty and contributing to placing Avène top of mind with a hyped position in the market.
VASS offered targeted concept development and complete integrated project management for a frictionless planning process and execution, ensuring maximum output for Avène. The event generated an immense amount of immediate coverage on social media yielding a substantial ROI for the client.
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