After
Dark.
Client
Year
Sector
Service
1.8M
people reached in week two
+27%
sell-through in duty free
4.6×
ad recall vs. category norm
The challenge
Noor's evening scent was sold the way every fragrance is sold: a face, a bottle and daylight glamour. Duty free buyers saw it as a gift for someone else, and the people who wore it at night never recognised themselves in the ads.
Night film, one take
Lightboxes after 11pm
The idea
The scent is for the hours after the party, not the party. After Dark only appears after eleven: lightboxes, connected TV and late-night radio switch on when the city goes quiet, and the film follows one woman home through it.
What we made.
A two-minute night film shot in one take across three streets. Lightboxes in 42 bus shelters that only lit the bottle after dark. Connected TV and late-night radio buys scheduled from 23:00 to 04:00. A duty free display that dims as you walk up.
Night film
Timed lightboxes
Connected TV after 23:00
Late-night radio
Duty free display
Made for the feed.
Cut vertical first, for the platforms where this audience actually gets watched.
1.8M
people reached in week two
The result
After Dark reached 1.8 million people in its second week, almost all of them after 23:00. Duty free sell-through rose 27% and ad recall came in at 4.6 times the category norm. Noor now launches every evening scent in the dark.
“Everyone else sold us daylight. Ardor found the hour our customers actually wear it.”
Global brand director, Noor Parfums
