MASH UP

TitleMASH UP
BrandBONDS
Product / ServiceYOUTH WOMENS UNDERWEAR
CategoryD01. Touchpoint Technology & Tech-led Brand Experience
EntrantHANNES AUSTRALIA (BONDS) Melbourne, AUSTRALIA
Idea Creation LEO BURNETT MELBOURNE, AUSTRALIA
Production BIG ACTIVE London, UNITED KINGDOM

Credits

Name Company Position
Emily Small Hannes Australia (Bonds) Head of Marketing
Michelle Taylor Hannes Australia (Bonds) Marketing Manager
Mahli Pullen Hannes Australia (Bonds) Senior Brand Manager
Jason Williams Leo Burnett Melbourne National Chief Creative Officer
Tim Shelley Leo Burnett Melbourne Associate Digital Creative Director
Stacey Karayannis Leo Burnett Melbourne Art Director
Amanda Nicoll Leo Burnett Melbourne Group Account Director
Suzi Williamson Leo Burnett Melbourne Senior Account Manager
Nick Baum Leo Burnett Melbourne Senior Digital Producer
Eliza Malone Leo Burnett Melbourne Senior Broadcast Producer
Mat Maitland Big Active Director
Karl Richter Level Two Music Supervision
Georges Antoni Georges Antoni Photographer

The Campaign

We gamified the shopping experience, by creating Bonds Mash Up. Millennial girls live to express themselves; they value exploring their own style over following trends. So we built a responsive digital experience using cutting-edge Three.js and WebGL, that allowed girls to mash hundreds of patterns and create a bra and undie combo that was all their own. Users could shop their favourite combos as well as share their creations with friends.

The Brief

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Creative Execution

Launching through film, social and online, users were driven directly through to our Mash Up site. Built using cutting-edge Three.js and WebG, the multiple layered and responsive digital experience looped to allow users to mash, mix and clash hundreds of pattern combos within seconds. Making every viewing experience totally unique. To encourage exploration, users could instantly and seamlessly mash up patterns by tapping anywhere on the screen. Or they could select their favourite designs from the pattern grid which gave live feedback on every mash up. Users could shop their favourite looks at any time as well and share their creations via their social channels.

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

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

Bonds Mash Up was a tactile and responsive digital experience that gamified shopping for your bra and undies. Users could seamlessly mash hundreds of bra and undie patterns instantly and create unique combos that were all their own. Girls could instantly shop their combos or share their creations with their friends via their social channels. Bonds Mash Up, enabled girls to explore, express their own sense of style and interact with product in a way they never had before.

In a competitive fashion climate, we needed a fresh way to connect with our core audience of young fashion savvy girls. As any millennial, they are totally digitally focused, so we needed to refresh the way they shopped for their bra and undies. They also love customisation and self-expression and we wanted to give them an outlet to freely explore their own sense of style.

Links

Website URL