The Jimmy Choo collaboration was the latest in a succession of sell-out designer collaborations with H&M. As a particularly London-centric collaboration, the client was looking to create a big splash in London, and wanted real creative stand-out.
A media first creative combined with editorial coverage and targeted communication around H&M’s store locations, would provide a high-level of buzz and excitement around the launch of the range.
We arranged for editorial to interview Tamara Mellon, the Jimmy Choo founder, along with putting her on the front cover (modelling the range), which tied into a 'split front cover' paper technology execution. This provided a 5 and a half page creative canvas for the H&M/Jimmy Choo collaboration to promote the range. This ran in the 13th November issue of the magazine, which came out the day before the collection launched in the UK.
We promoted the magazine on our CBS holdings and LCD panels, thereby getting Tamara's face and the H&M/Jimmy Choo range on screens across London on the day prior to launch - building excitement directly before the event.
We also were able to upweight distribution of the magazines around the key London store locations in Covent Garden, Kensington, Knightsbridge, Oxford Circus, and Regent Street.
A genuine partnership,delivering exceptional added value for this campaign in the form of editorial support and additional platforms to gain maximum exposure.
Our strategy
A media first creative combined with editorial coverage and targeted communication around H&M’s store locations, would provide a high-level of buzz and excitement around the launch of the range.
The big idea
We arranged for editorial to interview Tamara Mellon, the Jimmy Choo founder, along with putting her on the front cover (modelling the range), which tied into a 'split front cover' paper technology execution. This provided a 5 and a half page creative canvas for the H&M/Jimmy Choo collaboration to promote the range. This ran in the 13th November issue of the magazine, which came out the day before the collection launched in the UK.
We promoted the magazine on our CBS holdings and LCD panels, thereby getting Tamara's face and the H&M/Jimmy Choo range on screens across London on the day prior to launch - building excitement directly before the event.
We also were able to upweight distribution of the magazines around the key London store locations in Covent Garden, Kensington, Knightsbridge, Oxford Circus, and Regent Street.
The results
A genuine partnership,delivering exceptional added value for this campaign in the form of editorial support and additional platforms to gain maximum exposure.
