This is actually the first time ever that any of Christina Aguileria’s perfume was launched in Israel. Based on the concept: “Sometimes it’s all you need to wear”, Tel-Aviv agency Mizbala’s mission was to create an unprecedented awareness campaign that will motivate consumers to purchase Christina Aguilera’s latest perfume ‘Simply’. The campaign budgeted one and a half million shekels ($353 K) for advertising on TV, in magazines, online & huge guerrilla marketing.Agency placed 150,000 sedate coat hangers with a sample of the perfume & a branded Christina Aguilera label around Tel-Aviv to entice over 1,500,000 consumers. On TV it got a coverage on the Guy Pines show, one of Israel’s most rated entertainment TV shows. The campaign led to the highest ever sales for a new perfume in Israel & was sold out after 3 days.Check out the photographs of guerrilla marketing in flickr & here