The launch, that was also live-streamed, clocked in 1,000,000+ impressions while trending high on Twitter
Shachi Tapiawala | Mumbai | January 2, 2013
Ogilvy & Mather, Bangalore executed a ‘First-ever Tweeple Powered Collection Launch’ for Allen Solly at Garuda Mall in Bangalore on December 19, 2012. This ‘phygital’ – combination of the physical and digital worlds to create engaging and immersive consumer experiences – first had fans using their mobile phones to tweet to a billboard covered with 52 shirts from the Autumn-Winter ‘12 line.
Behind each shirt was a solenoid (a coil wound into a tightly packed helix) that was wired to a computer. When fans tweeted with the hashtag #RainingSolly, the solenoid punched a shirt out which was prized to the brand’s Facebook fan base. The launch, that was also live-streamed, clocked in 1,000,000+ impressions while trending high on Twitter.
Speaking about the idea behind the innovative launch, Joono Simon, Executive Creative Director-South India, Ogilvy & Mather, said, “With Allen Solly commanding a huge fan base, we didn’t want to launch the brand’s latest ‘Hot Fridays’ Collection the old-fashioned way. And that’s what led to the creation of the Tweeple launch. Besides being a novel use of outdoor media, the exercise was a fresh and innovative use of Twitter’s dynamic canvas as well. People are always hungry for new experiences. Allen Solly as a brand is always ready to explore new opportunities to provide new experiences in different cities for its launches.”
While the hoarding strove to refashion the country’s approach to collection launches, the ‘Hot Fridays’ campaign sets out to reinvent the sartorial code of 'Jeans and Tees Fridays'. It sets Friday up as a day on which to dress up rather than dress down by calling to attention the unlimited possibilities that are born on this cusp of week and weekend. It was this message that fans helped reveal as they communicated with the first-ever Tweeple-powered billboard.
Credits: Creative Team: Joono Simon, SV Ramanan, N Ajesh, Tara Dsouza, Aneesh Kumar, Sushmitha Sankar Account Management: Deepika Tiwari, Richa Sarma Account Planning: Sreenesh Bhat Client: Sooraj Bhat, Brand Head, Allen Solly