A ROSE REBORN

TitleA ROSE REBORN
BrandERMENEGILDO ZEGNA
Product / ServiceFASHION: MENSWEAR
EntrantRTG Shanghai, CHINA
Entrant Company RTG Shanghai, CHINA
Advertising Agency RTG Shanghai, CHINA
Production Company FRENESY FILM PRODUCTION Milano, ITALY

The Campaign

A Rose Reborn was created to rejuvenate the Ermenegildo Zegna brand in Greater China and beyond. Through deep brand discovery, consumer and media audits, trend forecasting and market research, we developed a new brand proposition for Ermenegildo Zegna that injected emotional aspiration and contemporary desirability for a new generation of successful Chinese men. The proposition surrounded a key iconic product – The Broken Suit, which supported the brand’s shift towards a more fashion-forward image under Stefano Pilati’s new collection. The campaign was digitally focused, but also amplified across different platforms. Through holistic PR and media relations, creative press partnerships, digital maximization, social media, in-store consumer outreach and a celebrity studded screening event as the finale of Shanghai Fashion Week, we captured audiences across China and shifted perceptions towards this century old brand. With these efforts, Ermenegildo Zegna achieved high engagement with target audiences and positive feedback from media and consumers alike.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Knowing that our target audience spoke the language of digital, we launched four mini-film installments on China’s most influential online TV portal, Tudou. A unique landing page dedicated to the campaign was hosted and created in collaboration with Tudou, allowing users to share content about the film. In addition, we created www.arose-reborn.com, the official site for the campaign, featuring cast and crew introductions, behind-the-scenes videos, and in-depth explanations of the film’s symbolism. The website shared the film beyond the China market through a global audience adaptation. All media partnerships fully leveraged their online editions, from mobile to tablet. Online editorials were linked to our campaign website and mini-films, creating a 360 consumer experience. The campaign was activated on social as well. From Weibo to Wechat, unique campaign content was shared live, building affinity and increasing engagements. These efforts resulted in increased followers on both platforms and copious interactions between the brand’s fans.

Objectives: • Rejuvenate the EZ brand in China and create more contemporary desirability • Build brand affinity with today’s luxury customers • Redefine EZ’s style and present the fashion-forward aspect of the brand Through thorough research, we identified EZ’s target market as the “New Sophisticates”. A unique demographic to modern China, these consumers purchase luxury fashion to express their individuality and make style distinctions. Well travelled and internationally influenced, they seek brands that reflect their own unique sense of style and personality. Most importantly, they are highly active online, with digital as their main language. Knowing this, we built a holistic program around “A Rose Reborn”. The mini-film, which focused on a strong artistic and symbolic value, was crafted to engage this audience. The film, produced by Frenesy and Zegna, had an international vision, involving talents globally (Director: Park Chan Wook, Actors: Daniel Wu, Jack Huston), and told an international story in locations from Europe, the United States, to China through Eastern and Western cultural exchanges.