H&M: THE SILENT MANIFESTO BY H&M

Credits & Description:

Advertiser: H&M
Agency: OPTIMEDIA
Category: Best Use of Special Events and Stunt/Live Advertising
Event Account Director: Boris Vey (Territoires)
Deputy Managing Director: Marjorie Martinet (Optimedia)
Content Director: Kirstel Pecnik (Optimedia)
Production Manager: Laetitia Villanova (Moxie)
Account Director: Natacha Favre (Optimedia)
Managing Director: Thierry Joly (Optimedia)
Managing Director: Thomas Jamet (Moxie)

Effectiveness
- More than 350 000 views on the internet.- 4365 shares on Facebook, Twitter and Pinterest.- 27 posts about the launch by influenced websites.This project inspired many other countries and the buzz kept growing worldwide.Most of the collection was sold out the very first day!

Strategy
In 2012, H&M collaborate with the famous designer, Maison Martin Margiela, to launch an exclusive collection. To promote this new collection 'to the masses', H&M needs to communicate differently. We have to get viral, word of mouth and create a sense of urgency. Aside from classical TV and Press campaigns, we organised an eventful teasing to announce the launch date. We invited luxury houses in the subway, put giant campaign posters in the Opera station and enigmatic creatives were displayed everywhere in Paris subway. We also spread two special solution in dailies.We created a silent walk and broadcasted video on social media. A nice happening, according to the MMM press release’s movie silent demonstrators walking the Paris streets from the subway to the H&M store brandishing signs with launch date.

Execution
Classical media:One week TV (76% coverage and a repetition of 5) and 2 consecutive spreads in main Fashion magazines (Vogue, Jalouse, Numéro, Elle, Grazia, Be, Cosmopolitan)Launch teasing: We decided to be loud and intriguing. Aside from classical TV and Press campaigns, we infiltrated the Paris subway with enigmatic, graphic, wild posters and did a complete makeover of one of the main metro stations using mega posters. The concept was extended to daily press with real post-its on the cover of Metro and fake wild posting in Liberation newspaper.Approaching the launch, the buzz reached its climax with a street event. This unexpected event was broadcasted on social network.