CASE STUDY: From Raw to vintage in under 30 days.

Provided by Multiply
Integrated campaign for Diesel's new patented denim technology which enables the consumer to age their jeans in 30 days.
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What was the Challenge / Background of the Campaign?

How can we build excitement about the new Turbo Denim range? How can we combine the ideas into a fully integrated campaign? We decided to Engage, Empower and Advocate our audience through inviting consumers to take part in the 30 Day Turbo Challenge.

What was the Campaign Objective?

To drive traffic instore and produce impressive sales figures of the new Turbo Denim range.

What was the Solution?

We came up with the campaign of how to trash their jeans with the 30 day Turbo Challenge. "Live Fast Wear Turbo". Engage the consumer with various points of contact. ATL in tube stations, online, and digital ad-vans. Facebook tab and competition. Attention grabbing guerrilla activity in the street in 4 cities. Unique fun window displays in 10 stores and 1 installation in Selfridges. Denim Walls in 18 stores. In-store POS and POP: Z Card of 30 Day Turbo Challenge. Tent cards. A3 adhesive challenges placed around the store and on denim wall.

What were the Results?

10 tube stations and 1 cinema with DEP advertising. Over 7000 hits so far on Youtube video of guerrilla activity in London. 10,000 Z Cards were distributed: 5000 in UK stores; 5000 during guerrilla.18 Diesel stores and 10 Concessions (USC, Cecil Gee etc) were MADE up through window displays and installations; POS; POP.

What were the Key Learnings of this Campaign?

Make Facebook competitions easier for people to interact to increase entry numbers.
BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k3781 hits so far on Youtube video of guerrilla activity
16 - 24Male
ABC1
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, LondonAll YearBUILD AWARENESSEXPERIENTIAL
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