Erik Brattlöf
Sound Interactive Director at Uncle Grey
Århus C, Denmark
TitleThe Liberation
Agency
Campaign The Liberation
Advertiser Bestseller
Brand Only jeans
PostedJuly 2012
Business Sector Clothing
Story SUMMARY (Euro Effies Consumer Goods):
After a tough few years for ONLY, Bestseller needed to revive and reinvent the brand in a creative and unique way. The aim was to create a project that would merge traditional fashion communication with the digital world of the target audience.
The main challenge was emotionally connecting with the target group – young females between the ages of 15 and 25 across nine European markets. They are more likely to dismiss a brand than connect with it, so the idea behind the project had to be very strong in order to make them relate to the story and consequently to the brand. 
The creative solution was an online interactive film experience called ‘The Liberation’ which is designed around a story of rebellion. It’s a fashion catalogue, a movie, a game, a music video, and the world’s first on demand, video retail environment. As you watch the film you can start interacting with it. Every item of clothing has been tracked and from here you can browse, like, pin, tweet and buy.
 
 
Germany, Denmark, The Netherlands, Norway and France, who drove the most traffic to “The Liberation”, saw the highest increase in their e-commerce sales index and significant increase in both conversion rates and traffic. Traffic delivered directly from “The Liberation” generated a basket size of index 153 compared to “normal” buys in the web shop.
 
SUMMARY (Euro Effies Small Budget): 
At the start of the global financial crisis the ONLY brand started to feel additional pressure from competing brands while at the same time experiencing difficulties in getting consumers interested in their offerings. By 2011, the brand values and the overall direction of the brand had become unclear and sales were declining.
The main challenge was to create a communications strategy that would effectively work across nine markets with an extremely limited media budget while at the same time leveraging the channels used by ONLY’s main target audience – females between the ages of 15 and 25. 
In addition, they wanted to create a project that would merge traditional fashion communication with the digital world of the target audience, increase talkability and buzz surrounding the brand. On top of this, the campaign aimed to increase efficiency on key online metrics such as cost per click, click through and conversion rate.
‘The Liberation’ is a modern and digitally enriched interactive fashion catalogue that leveraged a combination of technology, film, social media, point-of-sale, direct marketing and PR to bring to the users a unique and immersive digital experience.
The communication strategy was designed around ONLY’s digital presence, their online stores and retail locations and connected with influencers within the fashion industry to push awareness of the campaign.
With more than 1.275.000 users accessing the online catalogue, over 1 million views of the online trailers and significantly raising the ROI for the brand with regards to earmed media impressions, ‘The Liberation’ played an essential part in helping the ONLY brand increase their sales in a tough market place.
Media Type Web Site
Agency
Executive Creative Director
Art Director
Copywriter
Digital Art Director
Other
Strategist
Junior Art Diirector
Marketing Manager
Creative Director
Senior Art Director
Other
Technical Director
Programmer
Production Manager
Other
Director of Photography (DOP)
Other
Other
Sound Creative Director
Sound Interactive Director
Senior Creative technologist

Create a free Talent profile and become a member of AdForum

Get Started