LOUIS VUITTON AMBLE by Ogilvy & Mather Paris for Louis Vuitton

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LOUIS VUITTON AMBLE

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Industry Transport, travel & tourism, Travel Agencies, Tour Operators & Travel Services, Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency Ogilvy & Mather Paris
Associate Creative Director Guido Boehm
Creative Director Jan Leth, Sung Chang, Fabio Costa Tbwa\chiat\day
Art Director Nicolas Grosse
Designer Fabien Gavinet, Thomas Sanchez
Released February 2011

Credits & Description

Category: Self Promotion
Advertiser: LOUIS VUITTON
Product/Service: TRAVEL SERVICE
Agency: OGILVY FRANCE
Date of First Appearance: Feb 25 2011
Entrant Company: OGILVY FRANCE, Paris, FRANCE
Entry URL: http://www.louisvuittonamble.com/
Creative Director: Jan Leth (Ogilvy New York)
Creative Director: Sung Chang (Ogilvy New York)
Creative Director: Fabio Costa (Ogilvy Paris)
Associate Creative Director: Guido Boehm (Ogilvy New York)
Art Director: Nicolas Grosse (Ogilvy Paris)
Designer: Thomas Sanchez (Ogilvy Paris)
Designer: Fabien Gavinet (Ogilvy Paris)
UX/UI: David Raichman (Ogilvy Paris)
UX/UI: Marie de Quatrebarbes (Ogilvy Paris)
Tech Production: Stephane Jacquot (Ogilvy Paris)
Tech Production: Michael Guilhermet (Ogilvy Paris)
Tech Production: Loic Vinchon (Ogilvy Paris)
Tech Supervision: Cedric Garcin (Ogilvy Paris)
Tech Supervision: Antoine Cardon (Ogilvy Paris)
Account: Julien Abbou (Ogilvy Paris)
Account: Virginie Brou (Ogilvy Paris)
General Manager: Romain Lartigue (Ogilvy Paris)
Media placement: Mobile Application - Apple Store IPhone IPad - 25/02/2011
Media placement: Website - On The Web - 25/02/2011
Media placement: Fan page Louis Vuitton - Facebook - 25/02/2011
Media placement: PR & Digital Influence - Press & blog media - 25/02/2011

Describe the brief from the client
Louis Vuitton, a brand that has elevated the notion of a journey to one of self discovery. However, the only tool the brand had to express its knowledge was the printed City Guide series.

Describe the challenges and key objectives
Challenge: Create a relevant direct channel to customers that both bond them to LV and drive direct sales of the LV City Guides.
target : very broad. Any potential LV customer or future Customer.

The Solution: We created Amble. The ultimate travel service (an application supported by a website) that turns everyday trips into extraordinary journeys and guides users to new destinations and experiences.

Describe how you arrived at the final design
Amble is a free travel service composed of a mobile app synchronised with a website (louisvuittonamble.com) With the app, users can capture and share their journeys, enrich them with video, photo and sound. Then can get inspiration from celebrities’ own ambles, or discover new places by purchasing in-app Louis Vuitton City Guides.
Amble is a new LV prduct, it is the first LV digital product and therefore it was important to give its own identity to Amble. The spots and the journeys being the core components of Amble a lot of the focus was given in crafting the Core identity of Amble, this red spot “bubble” as it is was a story left by the user at one specific place.

Give some indication of how successful the outcome was in the market
After only 3 month, the purchase of the city guide through the application represents 25% of city guide overall sales.
By creating a dedicated service enriched with user and celebrity content, as well as a brand new service, consumers see a real benefit in using the free application and purchasing the mobile version of the city guide is an natural extension of the usage (while not competing with the print edition that already existing)
Amble is the first ever digital product/service proposed by Louis Vuitton. It allows any person who shares the brand vision of journeys, to own a Louis Vuitton product.