DIGITAL PEEKABOO
| Title | DIGITAL PEEKABOO |
| Brand | BONPOINT |
| Product / Service | SPRING SUMMER 2015 COLLECTION |
| Category | B01. Mobile Websites |
| Entrant | FRED & FARID SHANGHAI, CHINA |
| Entrant Company | FRED & FARID SHANGHAI, CHINA |
| Advertising Agency | FRED & FARID SHANGHAI, CHINA |
Credits
| Name | Company | Position |
|---|---|---|
| Fred & Farid | FRED & FARID SHANGHAI | Chief Creative Officers |
| Laurent Leccia | FRED & FARID SHANGHAI | Associate Creative Director |
| Laurent Leccia | FRED/FARID SHANGHAI | Copywriter |
| Laurent Leccia, Zhang Ying | FRED & FARID SHANGHAI | Art Director |
| Sabine Brunner, Sophie Wittmer, Bo Cheng, Ning Ding | BONPOINT | Brand Supervisor |
| May Xiao, Louise Battus | FRED & FARID SHANGHAI | Agency Supervisor |
| Chen Bei Er | - | Editor |
| Laurent Leccia | KILLDEATH | Director |
| Gianpaolo Lupori | - | Director Of Photography |
| Terry Jin, Juni Zhu | FRED & FARID SHANGHAI | Agency Producer |
| Chloë Gout | FRED & FARID SHANGHAI | Digital Agency Producer |
| Liao Chen | FRED & FARID SHANGHAI | Developer |
Creative Execution
To see the babies laughing, users had to turn quickly their mobile device. The next grumpy baby was appearing once the previous one had laughed. The sharing function on social media platform was activated, enabling users to share their favorite kid and Bonpoint outfit on their social media accounts, and the campaign was supported by coverage from key opinion leaders on Wechat notably – the Chinese mobile text and voice messaging platform.
The cumulated number of sessions on the mobile site for the time of the campaign was 5,059. The total number of posts from the Bonpoint official Wechat – the mobile text and voice messaging Chinese platform – account and the KOL posts on Wechat gathered more than 12,900 views. Recruitment of new customers was successful, with the brand official official Wechat account increasing by 333%.
For Bonpoint, to gain awareness and promote the new SS15 kid collection in a market where mobile usage is key and constantly increasing, launching an interactive site available on mobile was necessary.