Advertiser: LA REDOUTE
Agency: KIDS LOVE JETLAG, FRED & FARID GROUP
Category: Retail and E-Commerce, including Restaurants
Advertising campaign: LA REDOUTE X VINE
Art Director: Alphée Ballester (Kids Love Jetlag (Fred/Farid Group)/Fred/Farid Media (Fred/Farid Group))
Senior Global Category Director: Aurélie Sandler (Kids Love Jetlag (Fred/Farid Group)/Fred/Farid Media (Fred/Farid Group))
Creative Directors: Farid (Kids Love Jetlag (Fred/Farid Group)/Fred/Farid Media (Fred/Farid Group))
Creative Directors: Fred (Kids Love Jetlag (Fred/Farid Group)/Fred/Farid Media (Fred/Farid Group))
Art Director: Juliette Lavoix (Kids Love Jetlag (Fred/Farid Group)/Fred/Farid Media (Fred/Farid Group))
Art Director: Pauline De Montferrand (Kids Love Jetlag (Fred/Farid Group)/Fred/Farid Media (Fred/Farid Group))
Photographer: Lisa Paclet
Strategy
The objective of the new communication platform was to position La Redoute as modern, trend-setting department store online. La Redoute speaks to everyone but had to re create a link with the young adults and trendsetters for whom La Redoute is either a vague childhood memory, or a old-school mail-to-order catalogue at their parent’s home.Knowing that trends are set through connected people and innovative social networks, we invested in the newest property: Vine. More than a partnership, Vine inspired a new kind of story-telling for the brand.
Execution
The heart of the campaign was Vine’s innovative story-telling format. We created a contest directly on Vine, so that people could participate by telling stories from their everyday life, adding #LittteStories. Fashion being the main interest of La Redoute clients, we launched the contest in partnership with Daily Elle, a trendy fashion blog linked with Elle, the number French fashion magazine.Further, Vine’s unique style directly inspired our TV campaign, which consisted on simple, short, sequential stories told through the lens of everyday objects one can buy on La Redoute.
Effectiveness
Although we knew Vine user-base was just nascent in France, the operation generated the PR we hoped for… and with this “digital Baptism”, the brand earned respect from the very people that used to mock it for its old-schoolness. Prestigious feminine and influential media (Women’s Wear Daily, Elle…) saluted this unexpected initiative, generating almost 800k impressions. The most retweeted tweet « La Redoute launches a Vine contest » did what we expected: to associate La Redoute with the latest, most innovative media out there, swiping out its dusty image and driving home the idea that La Redoute is evolving to become a trend-setter department store online.