Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: LACOSTE
Product/Service: SPRING/SUMMER 2012 COLLECTION
Agency: NURUN
Agency: BETC LUXE
Head Of Communication: Didier Calon (Lacoste)
Head Of Advertising/Digital: Laetitia Laplace (Lacoste)
Creation Director: Jean-Michel Roccuzzo (Nurun)
Account Manager: Guewen Loussouarn (Nurun)
Copywriter: Martijn Verpaalen (Nurun)
Strategic Planner: Christine Milan (Nurun)
Media placement: Web Films - Online - 20/02/2012
Campaign Description
The Lacoste L!VE campaign was an international launch, in 10 countries (Europe, North & South America, Asia).
Effectiveness
The Challenge: how does a young brand connect with its ever-changing, over-aware, 15-25 y/o audience?
The Idea: a state of mind meets a live look book. 3 Unconventional Talents, who inspire with their story, and bring the Lacoste L!VE spirit to life.
3 short films with Heartschallenger the sparkling inventor, Aakash Nihalani the tape artist and MNDR the electrifying singer.
The execution: the talents become the original material for the season’s campaign, looks, catalogues, retail and media strategy.
Implementation
A media campaign was designed around the content, including rich media online banners (trendy and design online magazines & blogs), video seeding of the trailer (Unruly Network), video take-over (Vice/Yahoo), cinema trailer (Paris), iPad applications (France & Portugal).
Outcome
140,000 views for the video trailer on the first day of release, before the launch of the media campaign, 1.3m views in less than 10 days, 100,000 visitors in 2 days, 440,000 fans on Facebook.
Hundreds of international blog entries during the teasing PR campaign.