Insight
Statistical evidence proved for Vogue Sunglasses that stylish experiences and lifestyle engagement increased not only brand measures but delivered immediate pay back in sales. At the same time OMD knew that the abundance of competitions increasingly alienated young audiences, especially when they are connected to cool brands. Vogue reacted to the first insight and created Vogue Style Miles – an engaging competition to collect miles/points with the main prize being a trip to Brazil.
OMD’s challenge was the second part. How could it create the respect, attention and participation this project deserves and generate sustainable growth of demand for this season and the years to come?
Strategy
Oh my God… another competition? The young, fashionable, smart consumer Vogue is talking to is literally assailed by numbers of events weekly. However, this had the outstanding main prize and wanted to maximise the pull of the potential trip to Brazil.
Research through social network and search data showed that Brazil is the destination that is most connected to mystical but fun experiences: Dancing Samba in a vividly coloured street or playing football at the Copacabana beach? Everybody has had a dream about Brazil.
How can OMD transfer the Brazilian collective imagination into a physical experience space in Italy? The answer was: let people travel without leaving.
Execution
The agency built an interactive space with digital ultra-high resolution screens where consumers could try Vogue Sunglasses and project themselves in many different social contexts of this exotic destination: a pool party, a beach sunset, an elegant dinner and many others.
The Style Mirror was the place where the brand story met consumer imagination, while wearing sunglasses was the access gate. When the interactive screen was completed, it immediately understood the amazing power of that device: Placed in hand-selected environments of highest affinity such as aperitif parties in upmarket locations it suggested to experience Vogue Glasses in a dream Brazilian virtual environment.
Supported by a targeted strand of bought media, Display, Radio, Print and Social platforms, Vogue moved consumers in to the owned environment, where consumers could transfer themselves into the Brazil setting.
The Style Mirror, heart of consumer experience, was surrounded by sunglasses to try on: consumers could wear their favourite eyewear imagining being a star in Rio or dancing with friends in amazing locations. Connected via Facebook, consumers shared this fun, while in parallel posts generated also suggested the best retailers in the area. The idea of watching themselves from a new perspective in an exclusive environment made people feel like a star in a dream: this was the aspirational purpose of this campaign.Results
Style Mirror smashed expectations: 5,771 people dreamed to be in Brazil for a few minutes and entered the contest, which is six times more than the competition of last year and 16 times more than the average of comparable competitions (350 - average provided by Vogue).
Consumers also shared this experience with friends on social media multiplying the exposure with the result that Italy is the number one country among 34 providing the most registered contacts to the Style Miles rewarding platform (11.290 Italians out of 20.383 global).
And most importantly it delivered significant purchase uplift: +20% vs previous year in the areas where events took place.
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