Title | THE AEO RIP TATTOO |
Brand | AMERICAN EAGLE OUTFITTERS |
Product / Service | FASHION & APPAREL |
Category | C03. Other Consumer Products (including Durable Goods) |
Entrant | TBWA\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 |
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 |
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.
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?
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.
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.