Five by Five, the leading digital agency, has created an amusing viral marketing campaign for international fashion retailer ‘New Look’ – the first time the label has used this marketing medium. Christmas is coming and New Look want to share the Christmas love with their friends in a fun and engaging way. So, moving away from the traditional e-card format they are using the viral to get both customers and suppliers excited about Christmas at New Look.
The viral also shows the Christmas dress range and tells consumers that New Look now sell men’s clothes.
The viral, hosted on a specially created micro site www.newlookchristmas.co.uk and also posted onto You Tube, follows a couple on a shopping trip where a terminally bored boyfriend is faced with a seemingly endless succession of outfits to comment upon. Eventually, he swops clothes with a mannequin and makes off in a gold lame dress to do a spot of shopping himself.
Meanwhile, the dummy substitute provides the audience for his girlfriend’s fashion show. Yes, you guessed it, he wasn’t missed at all! Boyfriend returns and discovers that the stunning little red dress was ‘the one’ all along and that he had been sitting next to a fantastic collection of men’s clothing – the last thing he expected.
The marketing message, nicely underlined by the storyline, is that in addition to a great line in women’s clothes New Look is for boys too. The viral is being sent out to all New Look’s online database and recipients are being encouraged to nominate three friends to receive it. The sender’s name will be entered into a Christmas draw to win a fabulous Christmas gift such as a Nintendo Wii, Wii Fit or a shopping spree worth £100.
The project follows hot on the heels of Five By Five’s development of an online format for New Look’s Autumn/Winter magazine which allows New Look customers to interact with the brand online; encourage sales through the website; and increase database registrations. It’s been so successful that Five by Five has been commissioned to produce the following Spring/Summer edition.
Patrick Mulford Creative Director of Five By five comments, “We developed a short video containing a funny scene between a boyfriend and his girlfriend while they shop in New Look for her Christmas party dress. We were looking for something both men and women would find amusing and the situation in the video should hopefully have a viral ‘stickiness’ to it as it will resonate with so many of new Look’s target audience.’’
Helen Walker of New Look comments, “We wanted a fun and engaging viral for the festive season which has definitely been delivered. Not only have Five By Five developed an imaginative piece which complements our brand values, they have also enabled us to integrate a competition element which rewards our customer base.”
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