Showing posts with label Accessories/Clothing/Footwear. Show all posts
Showing posts with label Accessories/Clothing/Footwear. Show all posts

Björn Borg | Björn Borg Party Training

Insight

Björn Borg is Swedish for “David”.
The sportswear category is dominated with brands like Nike and Adidas, world-renowned titans of both the category and marketing. Björn Borg also makes sportswear, but it has established itself primarily for its line of underwear. Unfortunately for Björn Borg, a trend of personal training has swept through its core markets and the hype and pretentiousness behind these global giants of sportswear came along with it.
Björn Borg was set up for a David vs. Goliath clash against these sportswear makers in its own backyard, but these global giants sell performance and winning for a living and aren’t used to losing. They play a game where the odds are in their favour. But as they invaded Björn Borg’s territory, Starcom Mediavest Group wanted to show them that Björn Borg sportswear plays something different altogether.

Strategy

Choice: “Winning” or “Winning and Looking Good”.
The goal most people have when they train or work out is to look good – a trim physique and big muscles are more attractive than the alternative. They’re trying to impress others outside of the gym and while they’re at the gym as well. Having the right swag and fit of apparel is as essential as knowing the latest exercises and dietary supplements. But Björn Borg, with its heritage from sport, knows that although the clothes are essential it’s the psychology of how you feel that’s even more important.
These people have a separate goal than just trying to win, so SMG wanted to make Björn Borg sportswear stand for something else besides coming out on top and created the idea of “party training.”
Working out requires people to have free time which can also be spent enjoying oneself as well. Essentially, “Should I train or should I party?” It created true value and empowered them to do both.

Execution

What You’re Really Training For: To Party
The agency teamed up with online party and training enthusiast Ron Allen to create the world's first Party Trainer. It wanted people to realise that their real motivation for training is to look good when you go out to have fun with others.
To show its new sportswear collection in a cool way across all markets, SMG made the Björn Borg Tumblr page the hub for Party Training. It created a series of instructional videos of Ron Allen instructing people in how to Party Train — dressed in Björn Borg sportswear, of course. Tumblr even helped to re-skin the page and loved the design so much that the brand was able to editorially promote its videos on its home page.

With Björn Borg’s devoted fans ready and willing to spread the message, SMG created a way to let them create gifs of their Party Training by using LoopCam. This smart phone application captures and makes moveable images allowed fans to share their personal Party Training routine with one click to the Party Training hub. The reward? A chance to win a Party Training for a full year and a collection of the new Björn Borg sportswear.

Results

Under assault from the Goliaths of the sportswear industry, Björn Borg proved that Party Training was the way to go, with sales skyrocketing over 25% internationally.
Virally, it generated over 2.5 million views of the instructional videos and over 60,000 unique visitors to the Party Training tumblr page.
The Party Training moves have been shared more than 40,000 times on Tumblr. And, it received enormous press coverage, equal to €350,000 ($479,000) in its target communities (fitness, fashion, gay, students).
Most importantly, people are having more fun combining partying and training.
BRAND:
Björn Borg
CATEGORIES:
Accessories/Clothing/Footwear
Sport/Leisure
REGION:
Europe
DATE:
October - December 2012
AGENCY:
Starcom Mediavest
MEDIA CHANNEL:
Digital,Online

    NET-A-PORTER| Net-a-Porter Live

    Insight

    NET-A-PORTER is a global phenomenon and the world’s premier online retailer of high end fashion. It sells more Gucci dresses, Louboutin stilettos and Chloe handbags than any other retailer in the world.
    Its customer base is the world’s most in-touch connected fashion audience. The NET-A-PORTER audience consists of grade-A fashionistas with both the passion and the funds to buy the most sought-after premium brands in the world. While they may enjoy reading about the latest trends in magazines and online, what they love most is finding out what their peers are buying – no matter where they are based in the world. Ultimately, they want to know what people actually wear, not just what they see on the catwalk and what retailers show them.

    Strategy

    To help NET-A-PORTER fashionistas uncover what their peers are wearing around the globe, Havas Media decided to open up the NET-A-PORTER buying engine to consumers and, in doing so, showcase the world’s hottest fashion trends.
    The agency transformed the NET-A-PORTER ecommerce site into a content generation platform, revealing the styles that are trending around the world based on what NET-A-PORTER customers are buying in real-time. The result was NET-A-PORTER Live - which enabled NET-A-PORTER shoppers to see which Lanvin shoes are selling in Paris compared to London or Rome as they are purchased on the site.


    Execution

    The first step was to fuse Google Maps API with NET-A-PORTER’s database of customers and stock codes, allowing the agency to match the product being purchased with the location of the buyer. NET-A-PORTER staff and consumers alike could then watch in real time as a shopper from Helsinki in Finland bought a Mulberry dress, while another in Saudi Arabia splashed out on a Valentino handbag.
    The next stage was to share this mesmerising feature with potential new customers. The NET-A-PORTER Live feed was integrated into online banners in five key markets with partners including Vogue, Tatler and Harper’s Bazaar. The high-net-worth visitors to these websites could see the live Google Map in the display banner, showing the latest fashion purchases by their peers across the globe. Those who saw the NET-A-PORTER Live Feed in a display banner were then able to browse items in the ad unit and ultimately make a purchase.

    Results

    The NET-A-PORTER Live campaign set the brand apart from its luxury retail competitors and raised the bar for online customer experiences. It delivered an ROI of £11 ($18) for every £1 ($1.67) spent, with a click-through rate of 50% a marked improvement on usual performance. The creative also proved 70% more efficient than the average in terms of engagement. A remarkable 60% of all sales driven by the campaign were from new buyers. To put into terms a NET-A-PORTER customer would understand, the total additional revenue generated was the equivalent of 2,500 pairs of Jimmy Choos or 1,700 Prada handbags.
    BRAND: Net-A-Porter
    BRAND OWNER: Richemont
    CATEGORIES:
    Accessories/Clothing/Footwear
    Luxury Goods
    REGION:
    Australia
    France
    Germany
    Russia
    United Kingdom
    DATE: August - October 2013
    AGENCY: Havas Media
    MEDIA CHANNEL: Online

      Jack & Jones Fitness Club

      Using sex to sell isn't innovative, but the clever addition of a VIP club to persuade even casual viewers to submit personal information takes advantage of the viral potential of the site.

      A campaign that uses overtly sexual imagery to drive consumer engagement. It isn't big, and it isn't clever, but this online fitness studio that promotes the spring/summer collection from men's fashion brand Jack & Jones provides hours of entertainment.
      Jack & Jones is a brand for the fashion-conscious man about town. Positioned toward the premium end of the crowded high street category, it's important for a brand like J&J to keep men interested. Unsurprising then, that J&J decided the best course of action was to treat the boys to a pretty lady who would cavort about on their computer screens.
      Visitors to the Jack & Jones Fitness studio first of all choose their look from the collections on offer. Based on the premise of teach the user some exercises that will help get them in the best shape to show off their new outfit, a helpful gym instructor shows the lucky online shopper some helpful moves. In her pants.
      The premise is simple, slightly ridiculous but excellently realised digitally.
      Visitors who want to see more can visit the VIP club, with the promise of more gym class demonstrations. A pass to the VIP club can be obtained by purchasing product or submitting some personal details to a mailing list.
      Once in the VIP section, the Jack & Jones instructor offers classes in skipping, pole dancing and trampolining.  As an extra treat, the viewer can switch on options, such as slow-motion or water, to add to the experience.
      An associated Jack & Jones Fitness Studio iPhone app replicates the experience for mobile, helping users to "get in shape and ready for action".






      BRAND:Jack & Jones
      BRAND OWNER:Bestseller A/S
      CATEGORY:Accessories/Clothing/Footwear
      REGION:DenmarkFinlandGermanyThe NetherlandsNorwaySwedenUnited Kingdom
      DATE:June 2011 - ongoing

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