Best Fashion Or Beauty Rich Media Online Campaign

The Studio at Conde Nast developed a rich-media digital branding campaign that highlighted the jeweler’s exquisite gems in an expandable, audio-enhanced gaming banner unit.

Famous Parisian jewelers Van Cleef and Arpels came to The Studio to collaborate on a campaign to spur brand awareness, drive sweepstakes entries and generate leads among the fashion-forward readers of Wmag.com, VanityFair.com, and Style.com. To generate fashion-forward, affluent leads for the heritage fashion brand, The Studio created a unit with big incentives including a sweepstakes, a charity component, and gamification rewards.

To draw tastemakers into the gaming ad unit, incentives were touted, including a $1 game-completion donation toward breast cancer research and a chance to win 18K rose-gold vintage Alhambra earrings and jewel-toned fall wardrobe. Audio and video elements were revealed upon expansion: birds chirped softly, butterflies fluttered about, and hidden gems glittered in the foliage. Along the way, visitors rolled over other pins, pendants, earrings and gems tucked into the greenery. Each found item revealed jeweler details and fashion-forward editorial tips. Upon finding four diamond-studded petals that comprise the famous Cosmos flower, a donation was made.

Contributors:

CONDE NAST

Location: USA