Burberry launches first women's fragrance with 'immersive' mobile experience

Burberry is supporting the launch of its first "in-house" women's fragrance with an "immersive" mobile experience that taps into a mobile device's gyroscope.

Suki Waterhouse: stars in Burberry campaign
Suki Waterhouse: stars in Burberry campaign

The ad campaign for Brit Rhythm for women is centred around a film starring British model Suki Waterhouse and The New Puritans drummer George Barnett.

A  microsite has been designed to create a "panoramic" mobile experience by using the mobile’s built-in gyroscope in-store.

Visitors to stores can scan a QR code on an iPhone or iPad to have access to bespoke Brit Rhythm digital content.

Christopher Bailey, the CEO and chief creative officer at Burberry, describes the Brit Rhythm for women fragrance as "irreverent and free-spirited" in the way it "combines powerful femininity with a rock and roll edge".

Burberry’s launch of the women’s fragrance comes after it launch a Brit Rhythm for men fragrance in September with a TV and Instagram campaign.

The global campaign also starred Barnett and crowd-sourced images from Instagram using a #ThisIsBrit hashtag. 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published