Posts

Knockoff Diesel store in New York is actually a real Diesel store in disguise

Here’s a brilliant little stunt from Publicis New York timed to Fashion Week New York—a storefront on Canal Street called Deisel that appears to be a blatant knock-off store, but which is actually an official Diesel store in disguise.
Canal Street, of course, is home to a notoriously sprawling marketplace of knock-off goods. Counterfeit Diesel products wouldn’t be out of place at all there—which is why it’s such a clever idea for Diesel to open what is probably the world’s first authentic knock-off store.
The video below, taken when the store opened briefly a few days ago, offers a pretty amusing look at how shoppers reacted to the Deisel clerks’ protestations that the cheap merch is actually the real thing.
What’s even better is that the concept is perfectly on brand. Diesel last year launched a global campaign around celebrating flaws—a campaign that saw this new spot launch a few weeks ago. And the Deisel products—actual high quality goods, but with a glaringly bogus logo—fit wonderfully into that positioning.
The shoppers who bought the seemingly bogus goods were in for quite a surprise, too: The pieces were one-of-a-kind, specially crafted by Diesel design team, and “very likely to become collector’s items,” the brand says. We have no idea what effect this move will have on the actual problem of knock-offs, but it’s crazy fun for a global brand to embrace that netherworld in such a creative way.
The brand even goes further and salutes the Deisel buyers, who gladly absconded with what they believed were fake goods, for being “brave enough to venture off the beaten path to find their own unique style.”
The store is back open today (Feb. 9) through Monday, for anyone who wants to run over there and pick up some deals.
“Only a brand with a fierce legacy of innovation has the courage to storm Fashion Week conventions with a knock-off brand, sold street-wear style, on Canal Street,” Andy Bird, chief creative officer at Publicis New York, said in a statement. “Diesel has been breaking conventions in the fashion world for 40 years. Here they are again, taking a direct-to-consumer twist on fashion marketing, smack in the center of one of the largest fashion-centric events in the world. Now that’s a real fashion statement.”
“When we were young creatives we only had one dream—working with Diesel,” Publicis New York executive creative directors Luca Lorenzini and Luca Pannese said in a joint statement. “We were literally in love with anything that was coming from them, both in fashion and advertising. And now we’ve been lucky enough to finally work with them. Pushing the boundaries of creativity is easier when you work with someone who has being doing it for years. Canal Street is not exactly the location you think of when it comes to New York Fashion Week. Only a brand that’s been challenging conventions since the beginning, like Diesel, could literally take this road less traveled.”
[youtube width=”300px” height=”200px”]=3pqRgD5Dg4c[/youtube]
Via: AdWeek

Snapchat hypes Spectacles with quirky Snapbot sales channel

Snapchat will not be launching its new camera-equipped sunglasses Specs through shops but in a very limited number of vending machines, starting in Venice Beach in Los Angeles.
Dubbed Snapbots, the vending machines are visually striking and sophisticated, allowing browsers to see a picture of themselves with a virtual pair of Spectacles in order to pick one of the three colours (coral, black or teal).
On purchase, Specs will come fully charged and ready for making videos. They are designed to capture ten-second video clips from their wearers’ perspective and are paired with a phone by Bluetooth.
As expected, the Venice Beach vending machine sold out on its first day. Some Spectacles buyers quickly listed their pairs on eBay, priced at up to $1,000 (£795).
Snapbots will only be found in the US and Snapchat (which now calls itself Snap) has not commented on UK plans.
The vending machines will only be present in a location for a day at a time, and their arrival will be announced 24 hours in advance on spectacles.com.
Specs cost $129 (£103) plus tax.
Snap Inc. has recently been promoting its Spectacles release with an OOH camapign across several cities.
snapbot1 snapbot2 snapbot3
[youtube width=”300px” height=”200px”]Vc9SOkPWqIQ[/youtube]
Via: CampaignLive

Outdoor Plus illuminates the journey to Harrods

The face of Hyde Park underpass changed forever this week with the Out of Home sector’s most exciting new digital site launch of the last 5 years.  Outdoor Plus has unveiled two state of the art digital screens under the prestigious Hyde Park Corner in London.  Located in an area rich in heritage and culture, this is a unique opportunity for advertisers wanting to reach the heart of London’s Luxury Quarter, which on its own accounts for over 50% of London’s total luxury market spend.  This location is unique as it offers advertisers an exclusive opportunity to reach London’s global audience with no other premium digital advertising within a one-mile radius.
Jimmy Choo Fragrances will dominate the Knightsbridge bound screen for the launch.
Kenneth Green, Chairman of KGA commented: “The One offers Jimmy Choo Fragrances the ultimate showcase in an area of media scarcity yet rich in some of the world’s most aspirational consumers.  In proximity to Harrods & Harvey Nichols this location has no rival and no equal in the London market and is absolutely on brand for the UK’s largest distributor of luxury fragrance & beauty brands.”
Jonathan Lewis, Managing Director at Outdoor Plus, said: “We are delighted to be bringing London’s most elite advertising location to market. At a time when advertisers have more media choices than ever, we are excited to be able to offer them a truly unique opportunity to target the very heart of Central London.  With people spending more and more of their time Out of Home, and with DOOH offering such strength with audiences on the move, we strive to ensure that advertisers are seen in all the right places.”
The launch of The One comes after the announcement last week that Transport for London has awarded Outdoor Plus the contract to install, market, sell & manage a portfolio of at least 15 premium digital landscape screens across its London Underpass estate which will provide brand new digital OOH opportunities across the main arterial routes into and out of the Capital.

Ciroc Vodka Celebrate the Return of Zoolander in New Campaign

Ciroc, Diageo’s premium vodka brand has partnered with the hilarious sequel movie Zoolander 2. The new Zoolander vodka is named after the Derek Zoolander’s signature model look Blue Steel. The outdoor advertising of Ciroc Blue Steel was focused around key bars and clubs in order to target a London Modern Elite audience. The artwork, as shot by Mario Testino’s team, is advertised on outdoor formats which consist of wrapped taxis, Large Format Digital, London Underground Digiwalls, London Underground LCDs and a roadside banner. Furthermore Taxis featuring the ad will be used during London Fashion Week.
dereck
UBIQUITOUS - Ciroc Zoolander - Taxi Livery (1)

Ocean and British Fashion Council Turn London Fashion Week into National Celebration

For the first time in its history, London Fashion Week (LFW) will be screened to more than 35 million people across the country in a new collaboration between the British Fashion Council and Ocean Group.
In a UK media first, exclusive footage from the shows of top designers including Temperley, Ashish and Osman will be screened across 60 Ocean and Signature Outdoor digital out of home sites in Birmingham, Bristol,  Edinburgh, Glasgow, Leeds,  Liverpool, Manchester and  Newcastle and on four locations in London including Canary Wharf, Holland Park Roundabout, Two Towers West and Westfield London.
The campaign breaks with a LFW countdown on February 15 and runs until February 23. It was planned by the British Fashion Council, BBH and Ocean.
Content will include live streams from six catwalk shows, reaching 14 million during the course of LFW.
Caroline Rush CBE, CEO, British Fashion Council said: “Collaborating with Ocean means we are able to bring London Fashion Week to more people than ever before. With more conversations taking place around involving the consumer in fashion weeks this is the perfect opportunity to open up parts of LFW to the public not just in London but across the country.”
Ocean CEO Tim Bleakley said: “Our partnership with the British Fashion Council builds on previous innovations which allowed us to present the UK’s first shoppable billboard in association with Twitter and Top Shop and broadcast the AW15 Hunter Original London Fashion Week show across The Grid. This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio.”
Opening on February 19, London Fashion Week  AW16 returns to showcase 83 designers on a schedule that boasts some of the world’s most influential creative talent.
Alongside live streams, special preview content across Ocean screens will celebrate the talent and variety of designers showing on schedule, followed by daily round ups of all the show events and highlights during the week itself.
th_73d9f63cbf68d5d7391d41bb4dcbecbf_lfwttw4days
Via: Ocean Outdoor

Tommy Hilfiger dominate Kongens Nytorv metro

As part of their Fall/Winter 15, European Rafael Nadal Underwear Campaign which has launched in 12 countries,  PVH took a Station Entrance Domination at Kongens Nytorv Metro Station entrance in Copenhagen, Denmark.
This Station, located within 100m of the Tommy Hilfiger Copenhagen Store, has been a key component location in their campaigns over the past couple of years.
PVH have made use of celebrities in their past campaigns (Kendall Jenner and Justin Bieber both for Calvin Klein in the SS15 season), with the aim of using their star appeal to attract strong brand attention. This season was no different with Tommy Hilfiger using Rafael Nadal as their brand icon. The Kongens Nytorv Metro Station entrance in Copenhagen helped drive awareness of this strategy with its highly impactful façade. With a large entrance wrap, the season’s creative was given an excellent platform to showcase the iconic imagery. Further in the station, elevator wraps assisted with repeat exposure and increasing brand recall. The station benefits from 253,000 passengers per week.
The campaign was planned by PSI.
 
tommy 2

Adidas Originals- Ode to the City

For the ‘Ode to the City’ campaign for Adidas Originals, Posterscope Russia and Carat placed giant Adidas Originals ZX Flux sneakers as art objects in Moscow and St. Petersburg.

London Fashion Week goes Underground

Between 12th and 16th September, London Underground commuters were treated to daily highlights from London Fashion Week across Exterion Media’s XTP network.
Capturing the spirit of London Fashion Week, the exclusive footage opened the doors to one of the world’s largest fashion events, enabling fashion-conscious commuters to catch a piece of the action en route. Viewers were encouraged to share and discuss the event on social media using the hashtag #LFW.
Each day, footage was shot at a variety of runway shows and events, edited overnight and broadcast the next morning.
The activity, sponsored by Maybelline, forms part of Exterion Media’s content partnership with the British Fashion Council.
Via: Exterion Media

Hawes & Curtis, House of Fraser and Bentalls Install Beacon-Enabled Mannequins

Hawes & Curtis, House of Fraser and Bentalls have installed beacon-enabled mannequins in their store windows – a first for the retail industry.
Created by Iconeme, a technology and design company, the VMBeacon mannequins enable customers to receive details via their smartphone about the clothes on display and let retailers engage directly with consumers who are shopping in, or passing by, a store.
To access the technology, customers need to download the free Iconeme app, which they can then use while shopping in one of the participating retailers.
When a customer with the app is within a 50m range of a VMBeacon-enabled mannequin, they will receive an automatic alert about the content they can access.
This includes details about the clothes and accessories displayed, such as price and links to purchase the items directly from the retailer’s website, or where they can be found within the store.
Shoppers can also see more detailed photos and descriptions of the products plus save looks for later, share with friends and access additional offers and rewards.
The technology allows Hawes & Curtis to choose what information is made available, plus also gives access to analytic reports to gain customer insight and help improve service and sales.
As the brand begins to collect consumer data it may begin to experiment with tailoring offers it makes available through the mannequins.
Shoppers using the app have the ability to choose which of their details are made available, via their own privacy settings.
House of Fraser will use the VMBeacon mannequins at its online store in Aberdeen where customers can view product ranges, collect their online purchases and shop the department store’s website via iPads and terminals.
[youtube width=”300px” height=”200px”]5gouBpwwcvM[/youtube]
Via: The Drum

Lacoste Takes Stores Digital with AR App for New Trainer Range

Lacoste is hoping to make trying on shoes easier and faster with the launch of “a unique” app that lets shoppers virtually try on its new range of trainers using augmented reality (AR).
The French sportswear brand claims the app is a first because it combines 3D product scanning with AR. Developed by innovation agency Engine Creative, the app uses in-store point-of-sale to allow shoppers to see what the new trainers would look like on their foot without actually having to try them on.
To use the service, shoppers must put their foot in the graphic on the store floor and scan it with their smartphone. The app will then show what the trainer they are interested in looks like on the shopper’s foot, as well as providing details on the shoe and other products in the range.
The app can also be used to share images via social media and to buy any of the shoes. Lacoste hopes the app will offer an easier way for shoppers to try out the new range without having to wait for a shop assistant or take off their own shoes.
The technology will be used in Lacoste’s own stores, as well as concessions in department stores. There are also plans to update the app as new products are launched, with the aim of building a long-term relationship with shoppers on mobile.
Lacoste is the latest brand to try using AR in its stores to improve the customer experience. Last year Topshop created AR dressing rooms, while De Beers launched an app that let shoppers see how their jewellery would look on and both Ikea and Argos have integrated AR into their catalogues.
[vimeo width=”300px” height=”200px”]89596935[/vimeo]
Via: Marketing Week