We believe innovation cannot happen in silos and can only succeed when you mix synergies – that’s why we created a task force mixing different expertise and profiles.

This group then embarked on a mission to embrace innovative media thinking by conducting research, brainstorming sessions and visiting potential collaborative partners. We explored various innovative concepts and recognized the potential of utilizing large-format hologram technology as it was largely unexplored at the time.

We identified a partner in the OOH media innovation space. Once we had the feasibility checks in place, we needed to pitch our idea internally and get everybody on board.

We sparked inspiration throughout teams across the business, and everybody came together around the concept as a true innovation and contributed to the realization of the project. This resulted not just in a successful campaign launch, but also galvanized an extraordinary team effort.

We started with our objective and then reverse-engineered the concept for everything to fall into place. The goal was simple: to create headlines and go viral.

We took our two main brand ambassadors – Gisele Bündchen and Lee Min-Ho - and worked with them and the creative agency partner, Team Laird, on the main campaign shoot to create content specifically for the hologram.

Gisele, a real icon, ensured our credibility in the fashion landscape, and Lee Min-Ho extended the appeal of the activation to a wider global audience, with BOSS already having an established connection with Min-Ho’s fans on social media, regularly sharing exclusive content with them - so his appearance in the hologram served as a additional surprise.

The whole story comes full circle by complementing the projection with the iconic backdrop of the London city landscape and presented our models at an impossible scale.

Our target audience consists of Millennial men and women who embody a self-determined lifestyle and aspire to be their own boss.

As a teaser we actively engaged with Min-Ho’s fans on social media and dropped hints as to what was about to happen.

The night of our campaign launch, we revealed our 10-meter-high hologram projection in London with the iconic Tower Bridge as a backdrop. We shot content with our art direction team and directly started to post on social media. The media mix consisted of paid ads, social media influencer content and media PR pitches that resulted in simultaneous exposure across the three main fashion industry media titles - Vogue Business, Business of Fashion, WWD – a feat very rarely achieved given the competitive nature of the titles.

The whole project end to end took 9 months, within this intense timeframe we have realized:

Phase 1 - CONCEPT

- Ideation and conception

- Feasibility check

- Internal pitch and budget validation

Phase 2 - PRODUCTION

- Fixing time with talents

- Art Direction & Content production

- Legal contracts

- Location scouting

Phase 3 - MARKETING

- Communication plan

- Setting targets for measuring success

Phase 4 – LAUNCH

- Setup and testing of the projection

- Inviting influencers to the location

- Shooting content for social media (Instagram, TikTok, YouTube)

- Posting on corporate channels (LinkedIn, X)

- Pitching press

- Launching paid social media

INFLUENCER ACTIVATION:

1.2 M Impressions

86K Engagements

228K Estimated Media Impact Value

ORGANIC SOCIAL:

15.5 M impressions

68K Engagements

PAID MEDIA:

36.6 M Impressions

615K Engagements

1.7% Engagement Rate

CORPORATE (HUGO BOSS):

60K Impressions

3.5k Engagements

PR:

1M EUR Estimated Media Impact Value for the all campaign

641 Publications for the all campaign

TOTAL:

53M Impressions

770K Engagements

1.3 M EUR EMV

+24% Increase in positive sentiment on Instagram, TikTok, YouTube & Facebook vs. Spring-Summer 23 Campaign.