ad:tech New York: the digital strategies of Louis Vuitton


Louis Vuitton: digitizing luxury
Digital media, of course, are not just a bunch of stunts and tricks that can revive fading products - a case Lazarus made with new Ogilvy/Paris work for Louis Vuitton. "Ten years ago, we would have come up with the most gorgeous print ads you've ever seen," the Ogilvy chairman/ceo noted. And, so they did with the most recent execution for the brand, with lush, engaging, evocative Annie Liebowitz photographs of Catherine Deneuve, Keith Richards, Mikhail Gorbachev, Andre Agassi/Steffi Graf, and this one - two-filmaking Copploas-in-one-image: Francis Ford and Sofia:
In each case, Louis Vuitton products - featured ever-so-elegantly - somehow eased their transit as, said Lazarus, "we offered a deeper exploration of their personal journeys."
But unlike the print programs of just a decade ago, Ogilvy built the new campaign to last, to reinforce, and to build the brand even more powerfully. Gorbachev takes YouTubers on a visit of Moscow. Deneuve does Paris. And Keith Richards goes inside his London in a series of nine videos, including this trailer:

"Each of the Louis Vuitton people take us to places they love," Lazarus said. Keith Richards' love for Shepherd's Pie may not play to an association with one of the world's great luxury brands, but, Lazarus explained, "You experience life the way celebrities find it." Consumers who come to the Louis Vuitton site spend an average of 16 minutes viewing different video executions.
"The brand turns to experience," she added. "And that translates to public-relations impressions and blog impressions" that never could have been part of a pure-print campaign in the 1990s. "And we're driving double-digit growth in shop visits and growth."
While Lazarus recognized "it's impossible to know what will happen in the face of an economic downturn," the campaign will continue, with the next subject 78-year-old Sean Connery featured over the copyline, "There are journeys that turn into legends."

No comments:

Post a Comment

Categories

Followers