The Brief

The objective of this promotional campaign was to maximize the exposure of the highly sexy videos and photographs of DIESEL EROTICA collection. The target audience was drawn from both existing and new customers. New customers were drawn by influential key opinion leaders, and existing customers quickly responded after they noticed it’s a campaign from DIESEL.

Describe how the promotion developed from concept to implementation

DIESEL Erotica campaign is one of the sexiest campaigns featuring an ex-exotic dancer, now famous rapper Brooke Candy, and model Tessa Kuragi. With limited media investment, we found an approach to maximize the exposure of the campaign though disguising the campaign as Italian pornography. We wanted this campaign to go viral with significant buzz rate and turned out that it did.

Describe the success of the promotion with both client and consumer including some quantifiable results

This "smart, quick, simple, zero-investment hack" finally resulted in 5000 reposts, 2000 comments and most importantly: more than 73,000 downloads of DIESEL Erotica campaign pictures and videos. Even famous Japanese porn star Ruka Kanae reposted the post.

Explain why the method of promotion was most relevant to the product or service

This creative execution was developed based on the nature of the collection - erotic, tactile and sensual. This collection is one of Diesel’s most iconic attributes is its sexiness. Disguising the campaign as Italian pornography can well illustrate not only the sexiness of the collection, but also the braveness of the Brand. Like what DIESEL says about the brand itself: “DIESEL is about sex”.