Give Back Beauty for Trussardi Parfums
Trussardi Primo Digital Launch
A multisensory digital launch for Trussardi Primo: from a 360° immersive site in Lanzarote to a branded Fortnite island, where users race through volcanoes and cliffs to reach the heart of the fragrance.
THE CHALLENGE
Give Back Beauty challenged Xister Reply to launch Trussardi Primo its new masculine fragrance, through a high-impact digital campaign that could connect with a new generation of fragrance lovers by combining luxury, storytelling, and tech-driven engagement
The objective was to turn the emotional core of the fragrance, its wild, bold spirit, into a digital journey that users could explore, experience, and remember.
THE IDEA
On one side, we created an interactive 360° website where users virtually wander through Lanzarote, the location chosen for the fragrance launch spot, exploring environments as beaches, cliffs, lava rocks discovering campaign visuals, olfactory notes, and brand storytelling via dynamic hotspots.
On the other side, we crafted a custom-built Fortnite island, Primopia, where users enter a fast-paced parkour challenge across dunes and volcanoes to reach Trussardi Primo. A branded 3D experience that speaks to both Fortnite veterans and curious newcomers.
Client Objectives
Launch Trussardi Primo with a strong digital-first narrative Engage fragrance lovers and Gen Z with immersive content Build emotional connection through storytelling and gamification Reinforce Trussardi’s positioning as a digital luxury pioneer Drive traffic, awareness and data collection through an instant-win contest.
FROM VIRTUAL LANDSCAPE TO REAL IMPACT
Both experiences reflect the same aesthetic and spirit: bold, elemental, and premium. The immersive site gives users the chance to lose themselves in a slow-paced, 360° visually stunning journey. Primopia flips the tempo with a time-based challenge that gamifies product discovery. An instant-win contest connected to both experiences offers the chance to win Trussardi prizes and a real-life trip to a volcanic island closing the loop between virtual desire and real-world reward.
Campaign Assets
- Fully interactive 360° video site experience
- Custom Fortnite island with parkour challenge
- Instant-win contest with branded prizes and travel incentive
- Cross-platform promotion via Trussardi social channels
