For the launch of its new campaign featuring actor Matt Smith — known from Doctor Who, The Crown, and House of the Dragon — Paul Smith wanted to reinforce its positioning around timeless tailoring and British heritage. The challenge: translate this high-profile ambassador partnership into strong urban visibility in Paris, targeting a CSP++ audience in premium, high-footfall locations.
Tailored Impact
SAUVAGE111MEDIA® designed a high-visibility strategy to give the campaign the stature it deserved. We focused on securing iconic placements in the most strategic districts of Paris, ensuring both cultural resonance and maximum reach. The objective was clear: connect Paul Smith’s tailoring and creative heritage with an affluent, urban audience through a media presence that felt as premium as the brand itself. This strategy was built around three key actions:
Strategic site selection: securing premium billboards and high-impact OOH in Paris’s most exclusive neighborhoods.
Positioning alignment: ensuring placements reinforced Paul Smith’s high-end image while reaching the CSP++ audience.
Execution & amplification: managing end-to-end installation and delivering visibility reports to measure the campaign’s impact.
Real-world
results
iconic OOH placements across premium Paris locations
of impressions generated among a CSP++ audience
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Paul Smith
Rouje
