Today, the perception of advertising has changed, people don’t believe in brands’ word anymore, they want a real demonstration of the brand promise and authenticity. Brands need new approaches to stand out of the crowd and get consumers attention. Shanghai Fashion Show is our playground and social media where we have expressed it.

To launch Diesel new brand platform in China, DECODE BY DIESEL, we decided to literally decode the biggest fashion show in China, the Shanghai Fashion Week. Giving a new approach of fashion from the brand and illustrating literally the brand platform to consumers. We launched the DIESEL BULLSHIT DETECTOR.

#1 non-branded account: we setup mics on people attending the Shanghai Fashion Show and recorded randomly pieces of conversation happening during the week. Quotes form the mics were tweeted on a dedicated non-brand Weibo account and posted on a H5 mobile site targeted to Wechat users. To create attention & exposure KOL have interacted and reacted regularly to the tweets posted on the Weibo account and reposted the link to the H5

#2 reveal: at the end of the Shanghai Fashion Week, Diesel revealed it was behind the Weibo account from the beginning and that the operation was part of the Diesel DECODE Campaign.

#3 Drive to store: at the same time brand fans could vote for the best quotes to be printed on a limited edition t-shirt collection. Fans posting a picture of themselves with the t-shirt in-store were offered to get a personalization on the limited edition t-shirt.

Weibo: 1,251 shares from mystery account

Wechat: 135,680 post/ page views

Limited edition t-shirts sold out on Nov 7th - 1 week before the end of the campaign.

The mystery event was a great way to generate buzz for campaign and to launch the new brand campaign. It enabled us to illustrate this new brand platform in concrete actions and to reveal the brand’s tone of voice.

Very good results as well on the drive to store for the limited edition t-shirts.