On 18 April, French luxury fashion house Chanel unveiled its takeover of the Line 10 Metro in Shanghai. The Xintiandi Metro station in Shanghai and several special trains were covered by the lilac-coloured promotional material for the brand’s latest fragrance, Chanel Chance. The takeover will last until 14 May.
Chanel launched the fragrance, dubbed “Eau Splendide”, in mid-April with a promotional video directed by Jean-Pierre Jeunet, featuring singer-songwriter Angèle and her music. The luxury brand also held offline events for the fragrance in Paris and Tokyo. Chinese singer Shan Yichun (单依纯) attended the Tokyo event with Angèle and Nana Komatsu.
In fact, the takeover is even more ingenious if you take into account that Line 10 of the Shanghai Metro that Chanel took over is already decorated in the same lilac colour of the new Chance fragrance. It was not by chance (pun intended) that Chanel chose the line for its site-specific campaign.
Chanel continues to invest in China. The brand recently opened its first store in a prefecture-level city and dispelled the rumour of staff layoffs in the country. The latest campaign in Shanghai not only shows off the latest perfume but also confirms the brand’s (hyper-)localisation strategy for China and Shanghai.
Need to boost your China strategy? Dao Pro delivers bespoke insights on marketing, innovation, and digital trends, direct from Chinese sources. Find out more from our Dao Strategy Team here.
