Diesel were launching their Turbo Denim Jeans that went from Raw to vintage in 30 days and needed campaign suggestions.
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.
To create an integrated campaign that would drive purchase of the Turbo Denim Jeans
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
A3 adhesive challenges placed around the store and on denim wall
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
Make Facebook competitions easier for people to interact to increase entry numbers