DIRECT YOUR OWN FASHION SHOOT by Ogilvy & Mather Shanghai for Lee

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DIRECT YOUR OWN FASHION SHOOT

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Industry Clothing, Jeans
Media Direct marketing
Market China
Agency Ogilvy & Mather Shanghai
Art Director Kama Zhang
Designer Hytal Ye
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LEE
Product/Service: JEANS
Agency: OGILVY SHANGHAI
Date of First Appearance: Apr 2 2010
Entrant Company: OGILVY SHANGHAI, CHINA
Executive Creative Director / Creative Director / Art Director: Natalie Lam (Ogilvy One)
Art Director: Kama Zhang (Ogilvy One)
Senior Copywriter: Lala Wang (Ogilvy One)
Designer: Hytal Ye (Ogilvy One)
Project Manager: Leon Lee (Ogilvy One)
Project Manager: Sky Xu (Ogilvy One)
Account Director: Keen Yim (Ogilvy One)
Media placement: Digital Campaign - Online - Mar 19 2010
Describe the brief/objective of the direct campaign.
Lee Jeans’s motto is “Make History.” It has always encouraged the youth to follow their hearts and challenge conventions. To promote its Spring Summer 2010 collection, we challenged the fashion industry’s very own convention of exclusivity, and invited Chinese citizens to participate in a “Make History Moment”by directing their own fashion shoot online, to create their own Spring Summer campaigns. This campaign was targeting both existing and new customers.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign was promoted by email and banner ads which directed users to a mini-site. The campaign took place through 3 phases. First, users picked the models from audition videos; second, they chose the set design and wardrobe. The final 3rd phase was the one-hour live shoot: via streaming video, users watched the models striking different poses through a camera view-finder interface; they could snap any shots they like, upload them into a Lee print ad template to create their own Spring Summer campaign ads.
Explain why the creative execution was relevant to the product or service.
When a brand advocates challenging conventions to “Make History,” all its actions should reflect just that, even with industry-standard practices like launching a new seasonal campaign.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- Just like a fashion trend repeats itself, the exact same idea and mechanism was replicated by a well-known local fashion brand for its Fall Winter campaign
- Average user spent 21 minutes on the final one-hour live shoot, a duration that can only be found on social media sites without any branded content, and 5 times more than the average on video sites
- 604,820 registered users
- 1,613,730 votes cast in phase 1 and 2
- 395,282 campaign posters created