The Rock Me! brand campaign, developed by Havas Worldwide Digital Hong Kong, focuses on the rock star experience, featuring supermodel Agyness. The minisite aims to demonstrate the fragrance concept and brand value, and includes a gaming element where users can become a female rock star guitarist. The new campaign was designed to capture the energy, independence, and playfulness in a fragrance that allows every girl to be her own rock star.
The site allows users to download coupons to redeem the fragrance sample at the Anna Sui stores. The month long campaign was supported by the microsite, eDM, online banner ads and advertorial that rolled out in Hong Kong, Mainland China, Taiwan, Korea, New York and UK.