BOSS

For the launch of their new fragrance for men, BOSS Bottled. Night, P&G wanted to replicate the sense of excitement men feel as they get ready for a night on the town.

P&G approached Blast Radius with this challenge, and we answered by recreating that intimate, highly personal experience on a global scale.

To tap into the excitement of an impending night out, our portal enabled the BOSS Bottled. Night wearer to instantly experience that hour of building excitement as it happened in real time around the world, regardless of their time of day. The cities featured on the site only became active when their local time zone hit dusk, at which point the site would stream live local content—from cool info for the chic urbanite to radio stations streaming club music. Points of interest were shared, such as current hotspots in Rio de Janeiro, or the average number of martinis being poured right then in Paris.

Emphasizing the BOSS heritage of always being prepared, and the cool and composed attitude of the BOSS man, the BOSS Bottled. Night microsite created the ultimate urban experience.

• Winner: Webby (Beauty & Cosmetics)
• Winner: “Favourite Website Award” Site of the Day for September 23rd
• Shortlist:  London International Awards.
• Site traffic continuing to increase, with positive feedback from the key demographic.