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In 2016, Montblanc in collaboration with UNICEF released a global collection "The Gift of Writing" of writing instruments, stationaries, and timepieces with proceeds supporting the UNICEF Foundation. The global launched had to align, be on brand and theme with the New-York City's opening.
The Case Study
Lauren Nakache was brought on to create and manage the launch strategy, theme and plan the event to launch the collection in Melbourne for Australia & New Zealand.
The first challenge was to create a memorable event to match (if not surpass) the other luxury collection releases UNICEF had this year with brands like Louis Vuitton. The second, was to revive the Montblanc brand's appeal to a younger aspiring target, without confusing and losing the existing mature clientele. Lauren understood that to meet the expectations, Montblanc would have to create an exciting offering for Montblanc's VIP customers, and most importantly a younger target, to participate in the celebration, purchase, and promote it widely on social media throughout the evening.
Lauren's strategy for Montblanc was to create a "one-of-a-kind"event with activities that would be equally engaging for attendees and their social media followers.
The strategy lead her to partner with famed artist David Bromley and host the venue in his private studio. Unique environment, ticked. The exciting offering, worth showing to and posting about, was an unrepeated experience to join David as he paints a Montblanc x UNICEF curated artwork to be sold for charity at the event. Memorable experience, ticked. David and Lauren went a step further and organised David to paint on several writing instruments and stationaries from the collection ; those collector pieces were involved in a social media competition giveaway, open to the event's guests and wider Montblanc's followers.
Lauren added a little french touch to this whole magical night, by partnering with BMW Australia to provide car service for the guests to be chauffeured to and from the event.
The event had the highest ever attendee confirmation for Montblanc Australia and UNICEF, with over 100 guests confirmed, excluding influencers, journalists from GQ, Vogue, The Australian, Harpers, etc. and PR representatives.
The collection, the David Bromley art series, and the competition on the night brought in over AUD $10,000 worth of charitable donations for UNICEF, and the UNICEF collection came close to selling out before hitting the stores. The influencers and PR hype saw the #mbaupassiton reach an audience of over 2,500 and resulted in the largest sale period for the company in Australia.
Not to mention the smiles on the faces of very happy brands collaborators, and their fans, both checking off a bucket-list item.
To this day, the event is considered on of the most talked about in Australia, and cherished by its participants.