Best Fashion Or Beauty Integrated Ad Campaign

Bulgari was willing to seize an opportunity to expand its territory of recruitment, to boost their entry line B.zero1, especially on the most younger target groups, on all their key markets.
Thus, the Bzero1 product line has been updated, including a special edition of the famous Tuboga ring, created by the famous designer Anish Kapoor, creating a big event around this jewellery hit, that became a real icon for the brand in 10 years of existence.
The agency has proposed a 100% digital campaign, including the realization of the dedicated communication tools (image, film, online mechanics), and an immersive and engaging website showcasing the universe of the contemporary artist and the story of this iconic collection. The mechanics were supported also by some PR events, a mobile strategy, a campaign on social medias including Asiatic social medias, and a worldwide buzz / digital PR action plan to activate the campaign in support of media planning.
With this campaign, the famous and prestigious jeweller has strengthen its online reputation, its relationships with bloggers and influencers, on the keymarkets : USA, China, Japan, Korea, France and Italy
The solutions proposed and realized by the agency have ensured:
- Launching a buzz unveiling a preview of the new range with influencers at S-2
- Identity & Art Direction
- Conception and production of contents (3D-films production, interviews film production)
- Design and development of an immersive rich-media website.
- A contributive and viral experience : an interactive collective artwork "the wish sculpture"
- Integration of Social Networks : Facebook, Twitter, Mixi (JP), RenRen (CH), Cyworld (KR).
- Production of a mobile-access website (optimized for the usage with 3G, and iPad browsing...)
- A dedicated iPhone application
- Study of e-reputation and identification influencers on each market, through a network of local partners
- Digital PR Strategy (China, Korea, Japan, Italy, France): conception and establishment of dispostion influence during the phase of reveal: community sites, portals luxury blogs (5 markets).
- Management of localization resources and different markets, including Asia
- A customer relationship action plan

Contributors:

Project manager:	Damien Fourel
Art director:	Jordan Noblet
Creative director:	Sebastien Lyky
PRODUCER:	Damien Cuillery
ACCOUNT MANAGER:	Ludovic Mao
MOVIE MANAGER:	Emilie Lepot

MEGALO&COMPANY

Location: france