THE AEO RIP TATTOO

TitleTHE AEO RIP TATTOO
BrandAMERICAN EAGLE OUTFITTERS
Product / ServiceFASHION & APPAREL
CategoryC03. Other Consumer Products (including Durable Goods)
EntrantTBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG
Entrant Company TBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG
Advertising Agency TBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG

Credits

Name Company Position
Esther Wong TBWA\Digital Arts Network\Hong Kong Executive Creative Director
So So TBWA\Digital Arts Network\Hong Kong Creative Team
Alan Wong TBWA\Digital Arts Network\Hong Kong Creative Team
Penny Lau TBWA\Digital Arts Network\Hong Kong Creative Team
Herbert Ng TBWA\Digital Arts Network\Hong Kong Head of Creative Technology
Christina Ahn TBWA\Digital Arts Network\Hong Kong Senior Producer
Alex Gong TBWA\Digital Arts Network\Hong Kong Senior Developer
Pauline Wong TBWA\Digital Arts Network\Hong Kong Business Director
Gerlad Tam TBWA\Digital Arts Network\Hong Kong Account Manager
Season Chan TBWA\Digital Arts Network\Hong Kong Head of Social
Joey Wong TBWA\Digital Arts Network\Hong Kong Strategist

Brief Explanation

We used an AEO Live Express truck to engage our target audience in Hong Kong’s key commercial and retail districts.This truck featured state-of-the-art voice recording and printing machines to let people record a motto and have it printed out as a tattoo sticker that could be worn with ripped clothing.

The Brief

Ripped jeans used to be a sign of individuality and style. But today, fast fashion is an extremely competitive environment where the ripped jeans trend was saturated through competing brands and nothing stands out. We had to create a new way to wear ripped jeans in order to stand out. We wanted to make the rips and the holes unique again. And we knew that AEO fans are unique. So why not fill those rips and holes with that uniqueness?

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

A brand new denim trend was born. Thousands of customised designs were created and teens went crazy decorating their denim rips with Rip Tattoos. These looks also proved incredibly popular across social media. Facebook and Instagram fan growth grew 32% and 15% respectively. Additionally, in-store traffic increase by 22%, transactions and sales were both up by 15% (YOY), and the sell-through rate of the Destroyed Denim line was over 85% Best of all, we proved that in a market where everyone is following the same trends, there’s still room to be original.

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

Our campaign ran over two weekends in the latter half of April 2015. Our AEO Live Express Truck visited major shopping and business areas. Here, people could use the state-of-the-art Voice Recognition System to create recordings of their unique mottos. These were then immediately turned into original tattoo designs that reflected and celebrated their unique personalities. The campaign also encouraged fans to share their newly designed looks of Facebook and Instagram. This on-the-spot tattoo service was a truly innovative approach to selling this unique denim line.