Brief Explanation

Glitch Invitation is a creative idea that very engaging with target audiences digitally. And also it is easy to spread through social media because of its perfect combination with fashion and geek, which are two opposite and irrelevant categories in common sense. The innovative combination is the extension of Diesel’s rebellious brand spirit.

The Brief

Insight: Social media activists and nerds are active online and like to bring the activeness in real life but don’t know how. We need to send them an invitation that only they can understand to trigger their interests. Strategy: Send out the invitation with an interacting way to drive audiences’ attention to the Diesel Fashion Show party.

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

The general results: 1 MILLION MEDIA IMPRESSIONS 1,509 REPOSTS 391 COMMENTS The feedback is very positive. The viewer’s comments at Weibo as below: “Diesel is full of surprise! Even the invitation is so with style!” “The design is so special! I would never thought of that!!” “Anyone can help me crack it? I really want to go to the party!”

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

Idea: Create a one of a kind glitch invitation that needs to be cracked to get. Then generate a hot topic and discussion on social media. For the 2015 edition of the diesel fashion show, we decided to hide an invitation directly in the code of the campaign image as clues for people on social to find out. The 10 fastest and geekiest people to find out about the hidden invitation will be asked to post a screen capture of their discovery on their Weibo account using #worldofdiesel# to claim their prize.