The Diesel Wynwood Condominium is designed with hip young fashionable millennials in mind. This being the target group, we decided to hook our audience by putting Diesel’s fashion credentials front and center. We created an unusual promotional scheme to attract their attention and inspire action.

For the first time ever, Diesel dives into real estate by building Diesel Wynwood Condominium. Yes, real estate: not exactly the industry associated with Diesel. How should an iconic fashion brand launch such an unexpected venture? We could have promoted the new building like any other real estate company, with dreamy images, flashy brochures and unreal 3D renders. Yes, we could have. But, instead, we did it the Diesel way.

We created THE CONDO T-SHIRTS: 143 one of a kind t-shirts, one for each of the apartments of Diesel Wynwood Condominium. The t-shirts come with exorbitant prices. T-shirt “D6-L7”, for example, costs $1.049.000. T-shirt “F2-L7”, instead, comes with a price tag of $5.500.000. It may seem a lot, but by buying one of the t-shirts you’ll get the corresponding apartment...FOR FREE. We premiered the 143 t-shirts with an exhibition during Art Basel in Miami, the U.S. leading event dedicated to art and luxury.

Wealthy millennials being our main target, we interviewed a few real estate agents to understand what they are looking for in a property and, consequently, what tone of voice our campaign should have. Turned out that for rich millennials a house needs to be fashionable, stylish and trendy. So, we decided to leverage Diesel’s fashion credentials to create the Condo T-shirts. We inspired millennials’ action by creating an unexpected promotional scheme: buy a t-shirt for this exorbitant amount of money and get an apartment FOR FREE.

The launch film was released on Diesel social media. The day after, the sale center opened in Miami and on the same night we premiered the 143 t-shirts during an exhibition/event at Art Basel, Miami, the U.S. leading event dedicated to art and luxury. At the event we invited influencers and celebrities like Paris Hilton, Charlie Sheen, Angus Cloud, Caroline Vreeland and others.

The news of the Condo T-Shirts release was covered by 156 publications worldwide. From the most important local newspapers like the Miami Herald and the New Times Miami, to famous fashion magazines like Vogue and WWD, to lifestyle outlets like GQ and Vanity Fair. More than 4000 people visited the exhibition at Art Basel in Miami, mainly young and fashionable youngsters who were the main target of the campaign. The exhibition also welcomed a few famous potential buyers like the actors Charlie Sheen and Angus Cloud, the artist Alec Monopoly, the singer Caroline Vreeland and the media personality Paris Hilton, who shared a few stories about the exhibition with her 11 million followers on Instagram. As soon as we launched the campaign, thousands of people visited the Diesel Wynwood Condominium website and in only 2 days we generated 3760 new leads.