HOLD UP ON FASHION! by OgilvyAction Paris for Mondadori

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HOLD UP ON FASHION!

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Industry Magazines, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market France
Agency OgilvyAction Paris
Art Director Jeanne Goldstein
Copywriter Aliette Duley
Released September 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: MONDADORI MAGAZINES FRANCE
Product/Service: GRAZIA MAGAZINE
Managing Director in charge of Creation: Anne Bessaguet (OgilvyAction)
Art Director: Jeanne Goldstein (OgilvyAction)
Copywriter: Aliette Duley (OgilvyAction)
Associate Managing Director: Mathieu Plassard (OgilvyAction)
Account Director: Julie Denoual (OgilvyAction)
Account Executive: Delphine Chouard (OgilvyAction)
Media placement: 400 Posters - Paris Streets - 4 March 2011
Media placement: 200 Customized Toy Flag Guns - Paris Streets - 4 March 2011
Media placement: 600 Magazines Distributed - Paris Streets - 4 March 2011
Media placement: 7 Teaser Black Boxes For Journalists - Courrier - 1 March 2011
Media placement: 20 Teaser Black Boxes For Blogers - Courrier - 1 March 2011

Summary of the Campaign
Since its launch, Grazia has continuously shaken up the feminine-press market and brought some fresh air to the overly serious fashion world. Paris Fashion Week is one of the most important get-togethers of the global fashion community, but remains inaccessible to all but an elite. So Grazia decided to take on an impossible mission: a Fashion Hold-up. With the complicity of four major designers – Sonia Rykiel, Marc Jacobs, Alber Elbaz and Jean Paul Gaultier – Grazia planned a heist to steal as many smiles as possible from blasé fashionistas, take pictures of them and share the images with its online community.

The Situation
Bloggers are the new It people, particularly those blogging about fashion, and Paris Fashion Week is perhaps one of their most intense periods of the year. They have so many things to see and write about! So how could Grazia grab their attention?

Grazia’s readers love fashion – we are a fashion magazine, after all – and we wanted to share exclusive Fashion Week content with them and let them be part of the week’s excitement.

The Goal
The objective of the Hold-up was to provide exclusive content by tracking down the most stylish people and blasé fashionistas attending Fashion Week and steal a smile from them, while involving the Grazia community in the event.

The target audience was made up of fashion and lifestyle bloggers, Grazia followers and fans, as well as specialized fashion journalists.

The Strategy
The event was not simply about creating interest through media coverage, but also directly involving bloggers in the Hold-up. We wanted to make them Grazia’s accomplices.

The plan was also to give Grazia fans and followers exclusive content, while allowing them a privileged and different view of the Fashion Week.

Execution
After an online recruitment process inside the fashion and lifestyle bloggers community, a teaser black box courier was delivered containing a personalized flag gun with the message, "A Fashion Hold-up," and a poster with the slogan, "Your leather or your life."

Journalists were also involved in the event. Grazia sent them an e-mail telling them that they had an event to look out for during Fashion Week and they should keep an eye out for a box that had been sent to them.

In the week leading up to the event, messages were posted on both Facebook and Twitter to build excitement. Grazia also contacted directly two major fashion bloggers and asked them if they wanted to be part of the event.

The day before, a second e-mail revealed the plan.

On Facebook, Twitter and Foursquare, the latest happenings and pictures were posted live.

The day after the event, pictures of the most stylish people and our loot were sent to the bloggers involved with the video and pictures of the hold up

Documented Results
- 200 Tweets during the Hold-up.
- 1 "like" every 2 minutes.
- 10,600 followers on Facebook.
- 110 Pictures taken of the event by fashion celebrities uploaded to Twitter.