FASHION SHOW 360° by Ogilvy Paris for Louis Vuitton

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FASHION SHOW 360°

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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, Fabio Costa Tbwa\chiat\day
Art Director Marga Arrom-Bibiloni
Designer Sylvain Negro, Charlotte Escande
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LOUIS VUITTON
Product/Service: TRAVEL APPLICATION
Agency: OGILVY FRANCE
Date of First Appearance: Oct 5 2010
Entrant Company: OGILVY FRANCE, Paris, FRANCE
Entry URL: http://fr-fr.facebook.com/event.php?eid=173716702677&index=1
Creative Director: Jan Leth (Ogilvy)
Creative Director: Fabio Costa (Ogilvy)
Corporate Responsibility: Amandine Fabian (Ogilvy)
Art Director: Marga Arrom Bibiloni (Ogilvy)
Designer: Charlotte Escande (Ogilvy)
UX/UI: David Raichman (Ogilvy)
Tech Production: Frederic Lim (Ogilvy)
Tech Production: Pui Ching Chau (Ogilvy)
Tech Supervision: Frederic Lim (Ogilvy)
Project Manager: Laureline Levy (Ogilvy)
Account: Virginie Brou (Ogilvy)
General Manager: Romain Lartigue (Ogilvy)
Designer: Sylvain Negro (Ogilvy)
Media placement: Fan page Louis Vuitton - Facebook - 5/10/2010
Media placement: Marc Jacobs invitation - Facebook - 5/10/2010
Media placement: Tablets - iPad - 5/10/2010
Media placement: Mobile - iPhone - 5/10/2010

Describe the brief/objective of the direct campaign.
Louis Vuitton Fashion shows are key moments of attention during the year for the brand, and a key moment to expose its new collection, upcoming trends, and unique savoir faire.
Our objective was to use this key moment to grant brand/fashion fan with a unique look to the collection, and recruit new fans to the brand (as we know the business value of fans for Louis Vuitton)

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Online fashion-show experiences are usually very poor.
Our idea was to create a unique 360° view of the silhouettes, in order to have an online experience as good as if you where sitting at the front row. Facebook fans received messages about the app.
A teaser 360° video invite was distributed online: “Marc Jacobs invites you to the SS 11 Fashion Show”. The rumour started to grow.
Live : On October 6th the show was broadcasted live on facebook and …as the model where getting out of the runway their silhouette were shot in 360A few minutes after all the silhouettes where available online in 360° (on facebook + mobile and Ipad site) =Fans could really experience the show as never before.

Explain why the creative execution was relevant to the product or service.
The Louis Vuitton fashion show is the one thing that brand fans and addict would love to experience, but it is reserved to an elite (mainly because of space constraint, not only…) . By using a simple idea and smart technology, we managed to deliver to the brand fans an experience that as both reward, but also improving the display of the brands hardest fashion work.

This promotion was be mainly developed where the brand fans are the most available at that moment on facebook, and mobile devices.

Innovation is at the heart of what Louis Vuitton does, and being the first and onl brand to deliver such an experience was efficient and relevant premiere in the luxury business.

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.
+ 100 000 Facebook fans during the first week (with an media investment)
This online experience of the fashion show generate tremendous online and offline PR :
Thousands of blog post within the fashion blogosphere , TV coverage on CNN.
It reinforced LV as a pioneer in the usage of smart technology to improve relationship with its audience