Just recently, Jax Jones, best known for his “You Don’t Know Me” 2016 single featuring Raye and also for his global hit featuring Demi Lovato, announced a short term collaboration with fragrance house Paco Rabanne Parfums.
In order to amplify the brand’s campaign #MillionLuckyDance, agency My Love Affair advised that bringing together Jax Jones and 45 different dancers in London hotspots Southbank and Covent Garden, over the course of two days, would create guerilla style dance activity with high public engagement to help push and share the #millionluckydance message.
Jax Jones performed short DJ sets on an exclusive branded DJ Truck, whilst people’s own dances would be uploaded via social media. Paco Rabanne samples were also handed out to willing participants.
Many people shared their dance while 6000 samples were given away and over 20 Million people were reached online over the course of the activation.