M04. Best Integrated Marketing Campaign

PRADA Beauty’s Taiwan launch faced a modern luxury dilemma: strong awareness, but fragmented paths between attention, participation, and purchase—often leaking value beyond local channels. Rather than treating launch as a one-time media burst, the brand designed a gated, closed-loop system that transformed attention into owned, trackable relationships.

A single digital passport anchored identity across online and offline touchpoints, turning physical participation into a starting point for ongoing digital engagement. Media, platforms, and experiences were sequenced to guide consumers from discovery to in-store action, then back online for continued dialogue and commerce.

The result was not just a successful launch, but a sustainable growth engine: demand was captured, retained locally, and extended beyond the event window—proving how integrated media and O2O design can convert short-term hype into long-term brand value.