Aug 16, 2017 | By WGSN Insider
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Sep 07, 2016
Whimsical British brand, Ted Baker blended storytelling principles with technology in an effort to create an interactive and immersive A/W 16 marketing campaign.
Titled ‘Mission Impeccable,’ the campaign video was developed in collaboration with the famed Guy Ritchie along with directors Crowns & Owls, and officially launches today – a convenient kick-off to NYFW. The shoppable campaign is available across Ted Baker, Selfridges, and Nordstrom.
In an intimate press conference held this morning at the Google offices in NYC, (a collaborator for this initiative), the full film was debuted. Guests were virtually joined by Craig Smith, the Global Brand Director at Ted Baker along with Nicholas Roope, Executive Creative Director of Poke, Dan Garraway, Co-Founder of Wirewax and Lisa Green, Head of Industry, Fashion & Luxury Brands at Google – all of whom had a hand in the success of this marketing strategy.
The film captivates viewers with elements of cinematic artistry and a storyline that commands the audience’s attention in just three short minutes (just the right amount of time for those busy millennials on the go). Considering the prevalence of smartphones, “this [the film] is picking up on consumer behaviour and giving them tools that they can interact with and enjoy,” said Google’s Lisa Green.
To coincide with the release of the film, Ted Baker utilised the expertise of creative agency, Poke to help in developing additional interactive elements across social which drives audience participation. Teaser imagery was posted to Facebook and Instagram leading up to the launch, urging audiences to comment, engage and ultimately return for the official film debut, and then of course ‘shop it’.
Ted Baker also turned to Google App’s voice search, which marks the very first time the app was used for a fashion marketing initiative. Interactive window displays outside Ted Baker stores will also present slogans which will encourage audiences to download Google’s voice app and play around with it. Participants can ultimately win prizes and exclusive offers in-store, giving them the extra incentive to initially participate and potentially make additional purchases.
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