Increase Online Sales :: Dior Jumps on iPhone Buzz in France

Increase Online Sales :: Dior Midnight Poison :: Photo Credit ~ Dior.com

When you're as big as Dior, you don't typically need to do much to increase online sales.  However, imagine for a minute that you are Dior, and that you're getting ready to roll out another variation of one of your most famous perfumes, Poison.  When you get buzz all the time, so how do you get a little extra, to focus on this new launch? 

Christian Dior decided to do a few things

First, they hired the latest "Bond Girl," who just happens to be Franco-British by birth.  Eva Green is a sexy, bilingual spokesperson for Dior's latest Poison spin-off, "Midnight Poison."  Looking dangerously attractive in the commercial, she is an excellent choice for this marketing campaign.  Coincidentally, she also happens to have a leading role in the new movie, "The Golden Compass," which just came out. Her appeal is wide spread and Dior was wise in choosing her. Even the written description they give of the product's spokesperson sounds as though it was written with Eva in mind……here's an excerpt from the website. "A contemporary heroine who lives out her most spectacular desires.  A spellbinding appearance, an unsettling, seductive woman who embodies femininity in its most creative form, eternally reinventing itself."

If you want to check out the commercial for "Midnight Poison," head over here and choose your country.  If you click the "Bonus" tab after watching the commercial, you can get codes to use their wallpaper as your MySpace background, if you have a page.

Photo credit ~ aufeminin.com

The second move they made to create a whole lot of buzz around the new campaign, was to launch the product website the exact same day that Apple launched their iPhone in France. Talk about timing!  The way the Dior PR camp explanined the coincidence was to say that they actually rushed to redesign the soon-to-be launched website, in order to accomodate the iPhone users. Voilà! The buzz was made!! IT and Internet related sites wrote articles about how Dior became iPhone-compatible! 

Amazing!