|Product / Service||SPRING SUMMER 2015 COLLECTION|
|Category||B01. Use of Digital in a Promotional Campaign|
|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|
|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|
|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|
We decided to create the cutest website possible, on which people could interact with dozens of grumpy kids, trying to make them laugh by playing ‘Peekaboo’ in front of their screen. For each of the kids, people could see them wearing Bonpoint clothes, share the site on social media, look for the closest store or directly go the Bonpoint site.
For the launch of its SS15 kid collection on China, Bonpoint, a luxury babywear, wanted to increase its awareness and recruit more potential new consumers. We created an interactive and multiscreen look-book where people could make babies laugh, by giving a modern twist to the famous Peekaboo game.
The interactive site attracted more than 500,000 sessions, with an average of 1,30 minutes spent on the site per visit. On social media, the posts about the campaign from Bonpoint official accounts gathered 8 million impressions and the topic ranked 1st hot topic in the Weibo Fashion & Luxury category. Recruitment of new customers was successful, with the brand official Weibo account fan base increasing by 56% and the official Wechat account increasing by 333%. In addition, the campaign received positive online press coverage in China and internationally, giving more exposure to the campaign and to the brand.
The interactive site was featuring 15 kids, all chosen for their cuteness and character, and all wearing a different Bonpoint SS15 outfit. First, kids are seen grumpy. By surprising the babies, users could see and hear them laughing with all their heart: something that our target audience simply could not resist. Simple and premium, such responsive interactive site was the best way of offering a different and innovative kind of look-book with the cutest models ever.