Dame in schwarzem Kleid und Herr im schwarzen Anzug stehen sich gegenüber und schauen sich in die Augen für eine rossmediale Kampagne von Hugo Boss Dame in schwarzem Kleid und Herr im schwarzen Anzug stehen sich gegenüber und schauen sich in die Augen für eine rossmediale Kampagne von Hugo Boss

SHANGHAI AFFAIRS – From Asia into the world

A cross-media digital campaign for HUGO BOSS

Dream

A fashion show that is as impressive as the backdrop against which it plays out, and which thrills the entire world. That was the dream of premium fashion label HUGO BOSS for its first appearance at the Fashion Week Shanghai. A message that reached the entire world from Asia.

Realization

Our solution was to launch the campaign in phases in order to raise awareness of the big event in the Chinese city step by step. At the heart of the campaign was a two-part film succinctly entitled ‘Shanghai Affairs’. Two visually stunning films were produced and directed in China by Noam Griegst, with electronic music composer Trentemøller supplying the soundtrack.

On Instagram, meanwhile, viewers could follow the story and see highlight outfits from the show via exclusive images direct from the film set. Facebook, Google+ and Twitter provided interactive exchange platforms for all background detail.

For the Asian market, communities were activated with a mystery code competition on Sina Weibo and Yuoku. Fashion expertise was enhanced and contacts with new target groups were expanded by incorporating international bloggers with a wide reach.

The two episodes depicted Taiwanese actor Lin Chiling and male supermodel Jon Kortajarena embarking on a ‘Shanghai Affair’, which is mysteriously linked to the BOSS Fashion Show. To reach users in the target group directly and efficiently, messages and content were coordinated for each individual channel, with a changing Web Special pooling all activities and embedded on hugoboss.com acting as the central platform.

Intelligent integration of the film parts with annotations branched to the brand channel on YouTube, where the fashion show was transmitted live for the first time.

Asiatin mit blauem Blazer steht an einer Reling und schaut auf einen kleinen Zettel, hinter ihr die leuchtende Skyline für die rossmediale Kampagne von Hugo Boss
Dame in schwarzem Kleid und Herr im schwarzen Anzug stehen sich gegenüber und schauen sich in die Augen für die rossmediale Kampagne von Hugo Boss
Models laufen auf dem Laufsteg für die rossmediale Kampagne von Hugo Boss

Facts

  • 2.4 million

    Video Views YouTube & Brightcove

  • 240.000

    Live Views Fashion Show

  • 800.000

    New Followers Facebook & Google +

  • 60.000

    New Followers Sina Weibo Asia

Zwei Tablet Mockups mit der Website von Boss für die rossmediale Kampagne von Hugo Boss