COOLEST SUIT

  • SUB CATEGORY : BEST INTEGRATED CAMPAIGN
  • COMPANY ENTERING : TBWA, SYDNEY
  • TITLE : COOLEST SUIT
  • BRAND : M.J. BALE
  • ADVERTISER : M.J. BALE
  • AGENCY : TBWA, SYDNEY
  • CHIEF CREATIVE OFFICER : ANDY DILALLO
  • EXECUTIVE CREATIVE DIRECTOR : CRAIG BROOKS
  • CREATIVE DIRECTOR : IAN WILLIAMSON
  • COPYWRITER : CAMERON DOWSETT
  • ART DIRECTOR : MARK TALLIS
  • ACCOUNT DIRECTOR : LAURA MORANO/DAVE MATTHEWS
  • STRATEGIC PLANNING DIRECTOR : JOEL PEARSON
  • DESIGN DIRECTOR : CHRIS MAWSON
  • DESIGN & ANIMATION : RAZIF DJAMALUDDIN/THANH LU
  • ANIMATION : BRENT LOY
  • SOUND DESIGNER : BEAU SILVESTER
  • AGENCY PRODUCER : ANNABEL JEWERS/SAVANNAH ANSELINE
  • FILM PRODUCTION COMPANY : EXIT FILMS, SYDNEY
  • DIRECTOR : PATRICK FILETI
  • CINEMATOGRAPHER : PATRICK FILETI
  • FILM PRODUCER : ANNABEL JEWERS
  • POST-PRODUCTION COMPANY : EXIT FILMS, SYDNEY
  • EDITOR : PATRICK FILETI
  • COLORIST : PATRICK FILETI
  • SOUND PRODUCTION COMPANY : SONG ZU, SYDNEY
  • SOUND STUDIO PRODUCER : JESSICA BONNEY
  • MUSIC COMPOSER : BEN LAM
  • PRINT PRODUCTION COMPANY : EXIT FILMS, SYDNEY
  • PHOTOGRAPHER : PATRICK FILETI
  • CAMPAIGN SUMMARY : M.J. BALE LOVE WOOL. IT’S THE BACKBONE OF THEIR OFFERING. BUT THEY’RE FACING ONE MAJOR CHALLENGE, IN A WORLD THAT’S GETTING HOTTER, TWO THIRDS OF AUSTRALIANS BELIEVE THAT WOOL IS ONLY A WINTER FABRIC. THE OBJECTIVE OF THIS CAMPAIGN WAS TO DRIVE SALES OF M.J. BALE’S NEW RANGE OF COOL WOOL SUITS IN THE SUMMER SALES PERIOD. IN DOING SO WE NEEDED TO CHANGE THE PERCEPTION THAT WOOL WAS NOT A SUMMER FABRIC. THE STRATEGY WAS TO ADDRESS THIS PERCEPTION BY TAPPING INTO A TRUTH THAT IMPACTS THE LIVES ON EVERYONE ON THE PLANET – THE WORLD IS GETTING HOTTER. WE DRESSED A WEATHERMAN FOR THE ULTIMATE HEAT-SEEKING MISSION: TO REPORT FROM THE 4 HOTTEST PLACES ON EARTH – KEEPING HIS COOL IN M.J. BALE SUITS. WE CREATED AN IN-STORE SAUNA WHERE PEOPLE COULD TRIAL THE COOL WOOL SUITS TO THE REAL-TIME TEMPERATURE OF LOCATIONS OUR WEATHERMAN TRAVELLED.
  • THE BRIEF :
    THE PRIMARY OBJECTIVE WAS TO DRIVE SALES OF THE NEW RANGE OF COOL WOOL SUITS, WITH A SALES TARGET OF 8,000 SUITS SOLD OVER A 13-WEEK PERIOD. THE SECONDARY OBJECTIVE WAS TO SHIFT PERCEPTION ON THE WOOL USED TO CREATE M.J. BALE 100% AUSTRALIAN MERINO WOOL SUITS, WHICH IS A MORE BREATHABLE FABRIC THAN YOU’D THINK, AND SUITABLE FOR USE IN SUMMER.
  • THE STRATEGY :
    TO PROVE THAT M.J. BALE’S COOL WOOL SUITS ARE UP TO THE CHALLENGE OF A HARSH AUSTRALIAN SUMMER, WE TAPPED INTO A TRUTH THAT IMPACTS THE LIVES ON EVERYONE ON THE PLANET – THE WORLD IS GETTING HOTTER. DURING THE CAMPAIGN’S 2-WEEK LIVE PERIOD, THE MEDIA CHANNELS WERE BUILT AROUND 2-WAY INTERACTION. FACEBOOK LIVE WAS UTILISED FOR INTERACTIVE WEATHER REPORTS, AUSTRALIA FOLLOWED AND REACTED TO ALEX’S JOURNEY VIA INSTAGRAM STORIES AND ONLINE VIDEO ACROSS FACEBOOK & INSTAGRAM POSTS. IN-STORE MEDIA WAS UTILISED WITH PRINT POS AND ACTIVATIONS TO DRIVE TRIAL OF THE SUIT RANGE. LEVERAGING M.J. BALE’S EXISTING DATABASE THROUGH EDM / SMS DURING THE CAMPAIGN PERIOD WAS THE FINAL KEY CHANNEL USED TO DRIVE TRAFFIC BOTH IN-STORE AND ONLINE. THEN CINEMA AND AN EXPERIENTIAL TRAVELING ROADSHOW, IN WHICH THE ‘HOTTEST CHANGE ROOM ON THE PLANET’ SAUNA WAS TAKEN AROUND AUSTRALIA.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE EXECUTION SAW US TEAM UP WITH ENGLISH WEATHERMAN ALEX BERESFORD, WHO WENT ON A JOURNEY TO THE HOTTEST PLACES ON THE PLANET TO TEST HOW THE COOL WOOL RANGE WOULD HOLD UP. EACH DAY OUR WEATHERMAN WOULD PREDICT WHERE THE HOTTEST PLACE IN THE WORLD WOULD BE THE FOLLOWING DAY THROUGH WEATHER REPORTS WHICH WERE SHARED VIA FACEBOOK LIVE. IN THE PROCESS, HE WOULD REPORT ON HOW THE CITY HAS ADAPTED TO THE HEAT AND THE CHALLENGES THE SOCIETY FACES IN A WORLD THAT’S GETTING HOTTER. THE AUDIENCE BACK IN AUSTRALIA WOULD INTERACT WITH ALEX THROUGH FACEBOOK LIVE BY ‘TREATING’ HIM OR ‘TORTURING’ HIM WITH HOT OR COLD CHALLENGES, DETERMINING HOW HE’D CONCLUDE LIVE BROADCASTS. AUSTRALIANS COULD EVEN TEST THE ACTUAL TEMPERATURES HE WAS EXPERIENCING IN REAL TIME AT ‘HOTTEST CHANGE ROOM ON THE PLANET’
  • THE RESULT :
    THIS NEW TAKE ON A PRODUCT REVIEW GOT PEOPLE TALKING. IT RESULTED IN: • COVERAGE IN TIER ONE MEDIA SUCH AS FAIRFAX, NEWS CORP, HUFFINGTON POST, GQ, MASHABLE AND OTHERS • OVER 80 PIECES OF ORGANIC MEDIA EDITORIAL COVERAGE OVER THE 3-WEEK CAMPAIGN PERIOD • MORE THAN 20 MILLION OPPORTUNITIES TO SEE SOCIAL STATS WERE ALSO RECORD-BREAKING: • SOCIAL ENGAGEMENT RATES INCREASED BY OVER 250% • OVER 500K SOCIAL VIDEO VIEWS AND OVER 8,500 ENGAGEMENTS WITH SOCIAL CONTENT • TOTAL SOCIAL REACH WAS 1.4M, THE MOST SUCCESSFUL OF ANY CAMPAIGN TO DATE IMPORTANTLY, THE CAMPAIGN WAS ONE OF THE MOST SUCCESSFUL FOR M.J. BALE: • 852% INCREASE IN SEARCH VOLUME FOR M.J. BALE SUITS • 11,728 COOL WOOL SUITS SOLD OVER 13 WEEKS (AGAINST TARGET OF 8,000) • 57% INCREASE IN FOOT TRAFFIC IN-STORE DURING CAMPAIGN PERIOD
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