UGG LIVE SENSATION [video] RED für Ugg

Werbungsarchiv » Fallmethode » Ugg » UGG LIVE SENSATION [video]

UGG LIVE SENSATION [video]

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Schuhe
Medien Fallmethode
Markt Australien
Agentur RED
Veröffentlicht November 2012

Kredite und Beschreibung

Advertiser: UGG AUSTRALIA
Agency: RED
Category: Durable Goods
Advertising campaign: UGG LIVE SENSATION
Artistic Airector: Alexandra Lebrun (Red)
Project Manager: Laure Bideau (Red)
Managing Partner: Michael Levy (Red)
Account Manager: Nelly Eyraud (Red)
Creativ Director: Michel Duval (Red)
Copywirter: Aurélie Boitard (Red)
Deputy Director-General: Philippe Merillon (Red)
Implementation
An ephemeral experience place was opened, to value the incomparable quality of the UGG sheepskin and reveal the attractiveness of the UGG Australia range for all public. This tunnel is dark and paved with various materials. You have to enter it with bare feet, in the darkness, and walk from hell to heaven: your feet sense various unpleasant materials until you reach the softness of the sheepskin.At the end of the tunnel, a photo shoot contest: share your photo on Facebook, get votes and win shoes! This photo studio was also displayed in major partner stores like BHV&Citadium
Outcome
•Launch Party : 300 guests : journalists from newspaper and fashion, actors & VIP, famous fashion blogger …+ 1,2 million views of the launch video •Pop up store / Citadium & BHV shop in shop - Shooting animations : + 1000 participants in 10 days •Facebook App FR :+ 41 049 new fans,1047 photos & 15 758 votes•Significant media coverage: + 650 000$ in earned media•Impact on sales growth vs. Y-1 (2011)+35% sales at "Galeries Lafayette" department stores+24% sales at "Printemps" department stores +29% sales on e-commerce website
Relevancy
Go back to the brand DNA : We own an iconic product which educated the market on the UGG Australia positioning and which revealed the sheepskin sensation to all those who tried them on. We wanted to set the record straight ! UGG Australia OWNS Sheepskin = Sheepskin BELONGS to UGG AustraliaWe wanted to get this message across thanks to a Big, before-after effect !The UGG sheepskin sensation : When I wear a pair of UGG boots,I’m totally enveloped in a bubble of comfort, softness, tenderness, well-being and loveThe revelation of sheepskin, the first attribute of the brand
Client Brief Or Objective
From the vision to sales : Activate the Brand It’s not advertising, it’s not promotions nor CRM, It’s an integrated plan that engages people and boosts businessHow to change the perceived image of UGG Australia in France? How to make it a fashion brand? How to make it incomparable, above all vs. copies and counterfeits?How to boost sales of the F/W 2012 collection in partner retail stores?