Digital media agency, Ogilvy has created interactive phygital campaign for Allen Solly’s latest ‘Hot Friday’ collection. The agency named it as ‘First-ever Tweeple Powered Collection Launch’ which was executed in Bangalore recently. Under the campaign, Tweeple Powered billboard covered with 52 shirts from the brand’s Autumn-Winter 2012 collection was installed in a mall.
Behind each shirt was a solenoid (a coil wound into a tightly packed helix) that was wired to a computer. When fans tweeted with the hashtag #RainingSolly, the solenoid punched a shirt out which was prized to the brand’s Facebook fan base. The launch, that was also live-streamed, clocked in 1,000,000+ impressions while trending on Twitter.
Speaking about the idea behind the innovative launch, Joono Simon, Executive Creative Director-South India, Ogilvy & Mather, said, “With Allen Solly commanding a huge fan base, we didn’t want to launch the brand’s latest ‘Hot Fridays’ Collection the old-fashioned way. And that’s what led to the creation of the Tweeple launch. Besides being a novel use of outdoor media, the exercise was a fresh and innovative use of Twitter’s dynamic canvas as well. People are always hungry for new experiences. Allen Solly as a brand is always ready to explore new opportunities to provide new experiences in different cities for its launches.”
The action was streamed live on Allen Solly's website and its Facebook page.