Burberry launches motion-responsive campaign
Christopher Bailey is at it again, claiming another ‘digital first’ for luxury. This time they’re launching a motion-responsive video campaign which allows users to rotate, pause and drag images 180 degrees. The idea being to bring the reality of show experience closer to the end user. See & hear Christopher breaking it down here.
Pokeware & Video Hotspotting
Following on from our last piece, there are some interesting developments around video hotspotting that could have major implications for fashion and luxury industries. Essentially they ustilise the engagement of video and link it to ecom. Pokeware is one of the players which is gunning specifically for fashion. As this demo on Dazed illustrates, there is still some way to go (static links as opposed to dynamic real-time). It’s a space that is going to hot up dramatically in the coming months. BoF have done a nice piece on it here.
Fashion Films for Digital
As Nick Knight has been at pains to point out on many occasions (and with an obvious vested interest, but nonetheless) film is the killer media for a digital world, at least it’s the most immersive and emotionally engaging that we have currently – although the landscape is changing fast. With that in mind, our friends at The Business Of Fashion recently compiled a great Top 10 Fashion Films of the Season. Well worth checking.
BMW eco-luxury EfficientDynamics
BMW are now officially the world’s number one luxury car manufacturer. Love or hate the brand image, their engineering credentials are undeniable. Their Vision EfficientDynamics prototype is a major marketing investment as well as a design triumph. As with so many successful luxury brands it is the content created by this kind of product innovation desirability that filters down to the mainstream market, creating a serious halo effect. Check the brand film here.
Selling the dream
Luxury positioning, especially for the potential – as opposed to the existing – market is all about aspirational and slightly out of reach desirability. With this in mind LV have created a very neat piece of digital content in ‘SuperFlat Luxury’ to hook Japanese schoolgirls, with a crystal clear call to action for mobile seeding and a very compelling Alice In Wonderland brand story.
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