Client: PME Legend
Deliverables: strategy | concept | campaign | webshop | interactive video player | TV commercial | photography |
With Netflix, Spotify, iTunes and HBO a revolution in media is a fact. So how can we create a campaign that enhances this new way of on-demand information? People love to watch series, so we created an online series based on the brands platform, which upholds a beautiful untold story about a cargo pilot and his classic Silverbird. Allowing people to subscribe to the series and be the first to see the online premiere of new episodes.
The subscribers got the chance to win a unique hand painted leather jacket, which played a role in the series. You could even order the gear straight out of the movie. Pause, choose, buy, it was never this fun and easy.
The series was launched with a teaser at the PME Legend stand at the fashion fair in Berlin. We did something unique. We offered to pre-order the new jeans online, which was shown in the trailer but not available in stores yet.
Without ever seeing of trying the product, over 300 people pre-ordered this new jeans fit.
The campaign was offline driven by TV commercial with a tag-on to encourage people to get online. Once online the audience is being confronted with the entire collection of PME Legend. In addition, to get more focus on the entire collection, PME Legend collaborated with Breitling. The watch used in the series is an authentic Breitling Navitimer, which you can win if you buy a PME Legend Hudson Bomber Jacket.
Obviously the pilot and its co-stars are wearing PME Legend clothing throughout the series, so that you could order the gear straight out of the movie.