Readers used their fashion style and creativity to "make a scene"
French Connection has always made an impression with its impactful and occasionally controversial campaigns.
To launch its spring/summer 2013 collection, the fashion brand made a series of short ﬁlm clips featuring actors wearing the new clothing range.
It then teamed with Stylist magazine, encouraging readers to be creative themselves, by using its online ‘Make A Scene’ ﬁlm editing tool.
The magazine takeover included a cover wrap and three consecutive, right-hand movie poster-style stills. Each of these drove readers online to view the clips, and also incorporated augmented reality links.
The clips, hosted on a dedicated French Connection website, acted as a showcase for the collection and concluded with the option to click-to-buy the featured clothing.
To capitalise even further on the takeover, French Connection simultaneously ran ads on Stylist’s tablet edition and its daily e-newsletter Emerald Street, driving more readers towards the ‘Make a scene’ ﬁlm creator.
The online tool enabled users to create their own personal cuts and sequences from the series of ﬁlms made by Stylist’s fashion team, adding genre styles, music and titles to their creation.
The site then smartly ranked the ﬁlms that were shared the most via social media, with the creators of the most-liked ﬁlms in the running for prizes such as vouchers to spend in-store.
The ‘Make a scene’ campaign generated more than 1.3 million online views altogether and 8,000 direct responses.
Almost 5k readers used their mobile device to activate the augmented reality links. A further 500 click-throughs came in to the French Connection website via Stylist’s newsletter.
Last but not least, the ﬁlm initiative generated strong supporting trade press coverage, boosting interest among retailer stockists.
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