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Joop!Thrill and Its Web Callback

Posted on February 10, 2009
Marion Castel

For the launch of the new Joop!Thrill perfume and cologne, Coty asked Vanksen/Culture-Buzz to create a web callback system that could generate buzz about the new fragrances. The perfume’s universe is focused on thrills, adrenaline, and flirting. Thus, Vanksen created a concept that fits right into this universe.

The website’s opening video is sexy and shows us a couple passionately exiting a London taxi. Coty invites us to watch these two captivating characters enter an apartment. At this moment, the video is paused and the Internet user is called upon to decide whether to finish the story from the female or male perspective. The web callback system guarantees a greater and more interesting involvement for the Internet user.

However, it’s not just about living the experience, the goal of the web callback is also for Internet users to trick their friends by providing their friends’ telephone numbers so that one of the characters can call the friends with a short, personalized message…

We’ve already told you too much. You should just head to www.joopthrillfragrances.com in order to live the thrill and trick your friends.

This is a very interesting viral campaign that successfully uses new media (a bit of interaction with a splash of web callback) in order to attract a young public and to help Internet users discover the universe of the new fragrance.

This type of campaign has already proven to work quite well in countries like England and France, and is just starting to debut in other countries like Germany. Thanks to their success, it is likely that as time goes on we will be seeing more and more campaigns of this nature.