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Diesel Turbo Denim

Provided by Multiply
Diesel were launching their Turbo Denim Jeans that went from Raw to vintage in 30 days and needed campaign suggestions.

What was the Challenge / Background of the Campaign?

Integrated campaign for Diesel's new patented denim technology which enables the consumer to age their jeans- going from Raw to Vintage in 30 days. Targeting specifically at males 18-25 year olds.

What was the Campaign Objective?

To create an integrated campaign that would drive purchase of the Turbo Denim Jeans

What was the Solution?

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 3781 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

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BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k10,000 Z cards distributed
16 - 24Male
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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