Integrated campaign for Diesel's new patented denim technology which enables the consumer to age their jeans in 30 days.
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.
To drive traffic instore and produce impressive sales figures of the new Turbo Denim range.
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.
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.
Make Facebook competitions easier for people to interact to increase entry numbers.