|Title||THE DOTS #ANYTIMEANYWHERE|
|Product / Service||BALLET SHOE AND RAIN BOOT BRAND FOR WOMEN|
|Category||A01. Use of Promotional Events & Stunts|
|Entrant||FRED & FARID SHANGHAI, CHINA|
|Entrant Company||FRED & FARID SHANGHAI, CHINA|
|Advertising Agency||FRED & FARID SHANGHAI, CHINA|
|Fred & Farid||FRED & FARID SHANGHAI||Chief Creative Officers|
|Grégoire Chalopin||FRED & FARID SHANGHAI||Creative Director|
|Adrien Goris, Jean-Baptiste Le Divelec, Etienne Renaux||FRED & FARID SHANGHAI||Copywriter|
|Yiqing Li, Adrien Goris, Jean-Baptiste Le Divelec||FRED & FARID SHANGHAI||Art Director|
|Emmanuel Eribo||Butterfly Twists||Brand Supervisor|
|Louise Battus, Fan Yang, Zora Ye||FRED & FARID SHANGHAI||Account Manager|
|Gianpaolo Lupori||-||Director of Photography|
|Terry Jin, Juni Zhu||FRED & FARID SHANGHAI||Agency Producer|
|Blinde Wu, Guoyu Wang||FRED & FARID SHANGHAI||Agency Editor|
|Chloe Gout||FRED & FARID SHANGHAI||Agency Digital Producer|
|Julien Levêque||-||Media Strategist|
When we saw the thousands newly released extensions (from .asia, .dance, .club, .bike to .wtf), we saw thousands of opportunities waiting to be hijacked, and fitting perfectly with their brand promise: “A Pair For Every Occasion”. It became an ideal way to feature their entire new SS15 collection, and to create a fresh approach to e-commerce. Each new web extension could be hijacked to host a specific short story, illustrating different occasion to wear their ballerina shoes. This in turn created countless storytelling possibilities.
Butterfly Twists is a young British ballerina brand that mainly provides foldable, fashionable and affordable flats for every occasion. Their target audiences are working, city ladies who travel a lot, like to party, digitally aware and social media friendly. For the launch of their SS15 ballerina collection, Butterfly Twists was looking for a campaign that could increase the brand awareness and drive online traffic and sales, in line with their brand promise: a pair of ballerina for every occasion.
The first month, we counted 250k unique visitors and 1 million total video views, which is a clear increase in comparison with other periods of time. We have much more clicks and actions on Facebook and engagement on Twitter than expected. But most importantly, Client sales increased almost 16 times in comparison with the same period in 2014 (+ £93 000) and traffic online to 1 300%+.
A beautiful twist on the plain .COM We created a totally new online shopping experience. A series of more than 300 experiences consisting of interactive videos and digital games was available through web extensions, each of them featuring and selling a specific pair of ballerinas flats. On the brand e-commerce site was displayed a header with shuffle button & a search box to type in a web extension, directly linking users to the related web experience. Butterflytwists.dating took you to a classic love story microfilm. Butterflytwists.vegas took you to a slot machine you could play to win. Butterflytwists.guru made you worship... bare feet. Butterflytwists.fish took you to a shoe aquarium. And much more.