Ted Baker commissioned Guy Ritchie to create an espionage-themed film to launch their Autumn / Winter collection. Our job, extend the campaign and drive engagement around launch, both on social and in-store.
We drove massive visibility of the film on social media with a series of code-cracking Instagram posts and delivered hype in-store with a national gamified shopping experience powered by Google.
Teasing the launch film
One week before the launch film was to be released, the Ted Baker Instagram account was “breached” and started releasing clues as to Ted’s upcoming collection. Followers of the account were invited to decrypt the clues and win prizes. The clues built up to a final reveal that allowed those with the whole story to enter a prize draw for a 1000 GBP shopping spree.
The interactive windows
As the film launched we released the next stage of the campaign in store, partnering with Google Zoo to create huge interactive window displays that delivered a noteworthy experience that riffed off the spy concept.
The Results
The campaign successfully engaged Ted’s online followers and store visitors. Our Instagram activation raked in over 20k likes and over 3000 entries in over a week. Our window displays generated ±20k interactions, with 50% resulting in a prize redemption. The campaign activations drove over 85,000 video views of the launch film in the first weeks of the campaign.
Finally, the campaign enticed specialist and mainstream media, with over 50 articles written following the launch.
