Ogilvy creates Tweeple campaign for Allen Solly

Created on: 01/02/2013 - 15:52

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.

Earlier in 2009, Allen Solly has launched ‘I hate Ugly’
campaign on Facebook and Twitter in 2010 the company launched 'I hate yesterday' contest that aimed to engage the customers. 

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