Interactive Customer Experience
Burberry is well documented as being one of the most forward-thinking companies when it comes to customer experience, seamlessly intergrating its offline and online communications.
One of the first projects I worked on at Burberry was a customer experience for My Burberry, its new fragrance for women. Through an interactive campaign, customers were able to personalise their fragrance bottle with their initials. Once purchased, customers could see their bespoke bottle on the giant digital billboards, including Piccadilly Circus.
I wrote the customer experience copy alongside several supporting communications, including the in-store consumer leaflet and social media campaign featured below.
Monogrammed Bottle
Customers could personalise their My Burberry bottle with up to three initials through a monogramming service available online and at selected Burberry stores.
Interactive Billboard Campaign
Using their smartphones, passers-by could interact with digital billboards at selected locations from London to New York, personalising a giant My Burberry bottle with their initials and seeing it projected onto the screen. They could also share their personalised creation across social media.
In-store Customer Experience
In store, Customers could create their own virtual monogrammed bottle, which was displayed on large interactive screens in selected Burberry outlets.
Dedicated My Burberry takeovers also ran at key retailers around the world, including Selfridges London and Sephora Champs-Élysées.
In-store Consumer Leaflet
IN-STORE CUSTOMER EXPERIENCE COPY
PERSONALISATION
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Personalise your My Burberry bottle
Enter your initials below:
Please enter at least 1 and maximum 3 initials
Buy your personalised bottle
Personalise your bottle
Watch the campaign video shot by Mario Testino
SCENT STORY
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Inspired by a London garden…
Beautiful and iconic, My Burberry captures the scent of a London garden after the rain.
Top notes of sweet pea and bergamot fuse with a heart of geranium, golden quince and freesia, and are balanced with base notes of Damask, centifolia roses and patchouli.
The nose
A contemporary British grand floral where roses are woven with an unexpected touch of geranium leaf.
“My Burberry is inspired by the vibrancy of the city, so it is something contemporary. You have the garden. You have the flowers. The feeling of the light in London: clouds, wetness, rain, flowers.”
Francis Kurkdjian, renown French perfumer
BOTTLE STORY
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Bottle Design
Simple, timeless and bold, the bottle design has been inspired by the iconic Burberry trench coat and embodies its strong British heritage and intricate craftsmanship.
The bold horn-finish cap reflects its distinctive buttons, while the hand-tied bow is English-woven gabardine, honouring the protective fabric invented by Thomas Burberry in 1879.
The Inspiration
Like the Burberry trench, My Burberry is iconic and aspirational – across history and continents. A contemporary fragrance that is effortlessly elegant and a timeless companion.
“My Burberry is the true embodiment of our brand, in scent, in design and in attitude. A fragrance that takes its lead from the iconic Burberry trench has to be outstanding in every way.”
Christopher Bailey, Chief Creative and Chief Executive Officer, Burberry
SOCIAL MEDIA
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Celebrate My Burberry
Share your personalised My Burberry bottle and spend the night celebrating at our London in Shanghai event, a night of live performances, music, guests and more.
Share your personalised My Burberry bottle and spend the night celebrating at our @Burberry London in Shanghai event.