Louis Vuitton DM AMBLE by Ogilvy Paris

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Industry Transport, travel & tourism, Website, Business equipment & services, Corporate Image
Media Direct marketing
Market France
Agency Ogilvy Paris
Creative Director Jan Leth, Sung Chang, Fabio Costa Tbwa\chiat\day
Art Director Nicolas Grosse
Designer Fabien Gavinet, Sylvain Negro, Thomas Sanchez
Released February 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Date of First Appearance: Feb 25 2011
Entrant Company: OGILVY FRANCE, Paris, FRANCE
Entry URL: http://www.louisvuittonamble.com/
Creative Director: Jan Leth (Ogilvy)
Creative Director: Sung Chang (Ogilvy)
Creative Director: Fabio Costa (Ogilvy)
ADC: Guido Boehm (Ogilvy)
Art Director: Nicolas Grosse (Ogilvy)
Designer: Thomas Sanchez (Ogilvy)
Designer: Fabien Gavinet (Ogilvy)
UX/UI: David Raichman (Ogilvy)
UX/UI: Marie de QuatreBarbes (Ogilvy)
Tech Production: Stephane Jacquot (Ogilvy)
Tech Production: Loic Vinchon (Ogilvy)
Tech Production: Michael Guilhermet (Ogilvy)
Tech Supervision: Cedric Garcin (Ogilvy)
Tech Supervision: Antoine Cardon (Ogilvy)
Account: Julien Abbou (Ogilvy)
Account: Virginie Brou (Ogilvy)
General Manager: Romain Lartigue (Ogilvy)
Designer: Sylvain Negro (Ogilvy)
Media placement: Website - On The Web - 25/02/2011
Media placement: Mobile Application - Apple Store IPhone Et IPad - 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/objective of the direct campaign.
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.
The challenge was to create a relevant direct channel to customers that both bond them to LV and drive direct sales of the LV City Guides.
The target was very broad, any potential LV customer or future customer.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created Amble. The ultimate travel service (an application supported by a website) that turns every day trips into extraordinary journeys and guides users to new destinations and experiences. Fans of the Facebook page were sent messages about the app.

Explain why the creative execution was relevant to the product or service.
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.
From the site they can enhance their par journeys but also plan their upcoming travels by selecting other peoples favourites, celebrity content, or city guide addresses and push it to their so they can take on another journey when they get there.

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.
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.