Situation:

The youth of India aren't just shopping in malls, they are now shopping online too. New collection launches, end of season sales, festival shopping happen on smartphones, tablets and laptops. Interestingly, men outnumber women when it comes to shopping online.

Brief:

We had to launch Spykar's Indigo-dyed Autumn Winter Collection online, using social media. (Spykar is one of India's leading apparel brands).

Objectives:

To ensure that people don't just notice the new collection, but also, talk about it.

Implementation:

We shot a stylish teaser, with models wearing denims from the blue collection, and pixelated the denims. We also inserted FB ads and tweets with pixelated images (suggesting adult content). On clicking them, one could view the teaser. At the end of the titillating teaser, the website (with hyperlink) www.bluefilmfestival.com was revealed.

There, they could see all the 10 films (with the bodies of models pixelated). A countdown to the reveal (in exact number of seconds) added to the excitement. Ultimately, the films were completely unpixelated, revealing the new denim collection.

Timeline:

The digital teaser, the FB posts and tweets were up online, for two days, after which the unpixelated videos were revealed on the microsite.

Placement and Scale:

Teaser tweets linked with teaser

Teaser ads on Facebook linked with teaser

Listicle on Scoopwhoop (a Buzzfeed-styled webzine)

with embedded teaser http://www.scoopwhoop.com/inothernews/facts-about-the-adult-film-industry/

One microsite