To offset lack of brand awareness and fashion credibility in the increasingly competitive fast fashion market, by building some excitement and desirability around the new Internacionale winter range.
That Internacionale have over 80 new items coming into store every week. This quick turnaround of great product at low prices meant shoppers could update their look as often as they liked.
With only a limited production (and media) budget available, we needed to make people sit up and take notice. We did this with a propulsive, attention grabbing soundtrack to a fashion showcase that dramatised the quick change stylings Internacionale offered. This campaign was multi-media, with a strong digital component and print ads which used Aurasma AR functionality so people could view more about the range and go directly to purchase the products featured on-line.
Across various measures, this was a very effective, sales-driving campaign. We saw an 80% increase in web traffic during the first TV airing, with 140 dresses sold on launch day vs a base level of 20. Overall, we saw sales uplift of over 30% year on year across the campaign period, with all items featured in the TV selling out.