DIGITAL PEEKABOO

TitleDIGITAL PEEKABOO
BrandBONPOINT
Product / ServiceSPRING SUMMER 2015 COLLECTION
CategoryB01. Use of Digital in a Promotional Campaign
EntrantFRED & 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

Brief Explanation

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.

The Brief

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.

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

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.

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

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.