Uber

EMEA Driver-partner Stories

Tommy Hilfiger

Introducing the Digital Showroom

Calvin Klein

Launching Europe's digital flagship

Tommy Hilfiger

Merging lifestyle and Ecommerce

Covent Garden

Inspiring future visitors

Tommy Hilfiger

A mobile first approach

Tommy Hilfiger

TommyxNadal campaign strategy

Shell

Handheld loyalty

Shell

Turning car fans into ambassadors

Tommy Hilfiger / Calvin Klein

Elevating the power of product

Nike

Activating Just Do It for Russia

Diesel

The perfect jeans finder reimagined

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Uber Elevating the human story behind Driver-partnerships

Uber driver-partners come from all walks of life. Whether they drive to support their passion or to earn extra cash, each story is unique and inspiring. Elevating the human story and motivation why people partner with Uber was the focus for three EMEA Drivers Stories.

To find the most inspiring true human stories we had to find the most valuable aspect first – the story tellers.

Telling a true story that is valuable and relevant for potential Uber driver-partners was the objective. Creating connections at scale through various platforms, channels and media with content that reflects the audience their thinking, values, people and communities they care about. The team set out to find the most compelling stories for each sub-region; Russia, Middle east and South Africa. Interviewing drivers to get to the why they partner with Uber. Focussing on topics that drive conversation and consideration. To bring the stories to life we teamed up with leading directors from around the globe.

Passionate philanthropist and Uber driver-partners Abdulla Sultan was followed three days around Riyadh by director Maceo Frost and crew to tells his story of an aspiring student at the university while starting his own charity organization.

...I love taking people around Riyadh, I really feel like I’m helping people.
— Abdulla Sultan, Driver partner, Riyadh
Cape Town is my office now. There’s nothing I love better than being out on the streets, meeting people from all walks of life...
— Mehboob Adam, Driver partner, Cape Town

Family man Mehboob Adam showed us around his beloved Cape town, captured by director Brett de Vos. Exploring the many faces of South African culture.


Dreaming of being listed one day in the Forbes 500, fleet owner Maxim Zaripov has high ambitions. Our first interview with Maxim was due to take place at a park near his house. But a few inches of autumn snow had fallen overnight, providing a cinematic backdrop for director Julian King and his crew to capture the story of Maxim.

A content delivery plan to be #1 for customer queries such as “driver stories” or “driver reviews” in the EMEA region.

Besides the beautiful, imaginative, and thoughtful directors cut, alternative versions were created to meet the contextual expectations of the media placement. Amplifying the films with owned, earned and bought media. Encourage prospect drivers to convert in the sub-regions with content that is relatable and transmits a positive sentiment.

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The KSA driver story proved to be such a succes, alternative edits were created with the focus on 'Celebrating cities', 'Safety' and 'Ease of use' for riders. These rider stories were showcased to the more than one million visitors of the the Al-Jenadriyah cultural and heritage festival in Riyadh.

Uber - driver stories
Tommy Hilfiger A new digital platform to revolutionize the traditional sales experience.

The digital showroom revolutionizes the sales experience for retailers by offering them a more engaging and seamless buying approach. The interactive system blends collection information, sales tools and brand content in one seamless touchscreen interface.

Our new digital showroom concept completely establishes a new fashion industry benchmark for business to business sales.
— Daniel Grieder, CEO, Tommy Hilfiger

The centerpiece of the digital showroom is a touchscreen table which connects to a wall-to-wall ultra-high-definition 4K screen. Customers can digitally view every item of the collections and create custom orders. The interface allows for in-depth discussions on styling, merchandising and deliveries that are tailored to each client.

Tommy Hilfiger launched the digital showroom on January 2015. The company has established a global roll-out plan to expand the concept into markets worldwide.

Complementing traditional sales tools with brand content, the digital showroom immerses customers in a total brand experience. Showcasing a full seasonal brand story while reducing the environmental impact with scaled down sample creation, roll back on supply chain, manufacturing, product shipping and packaging.

Tommy Hilfiger Digital Showroom
Calvin Klein Establishing a premium brand & shopping destination.

Launching the European CalvinKlein.com with a responsive design to deliver an optimised experience for both desktop and mobile. The site design is based on the premium brand look and feel. Allows for localisation by product offering and site functionality to meet consumer preferences and needs within each individual market. Social media content is integrated throughout the site to push and support the global marketing efforts.

Calvin Klein overview

The project included the complete user journey, from homepage to checkout with the strategy of integrating brand content and commerce at the heart of it all.

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Tommy Hilfiger Blurring the lines between ecommerce and lifestyle.

Tommy.com recieves over 40 million visitors a year. Making the website the most visited flagship store of the TH brand. In order to increase reach a strategy was developed to broaden the variety of content and merchandise to appeal to a wider variety of customers. With the end goal being a personalised digital journey for each individual visitor.

Calvin Klein overview A new generation of customers doesn’t separate shopping and browsing - purchases are made as they read, watch, browse & share.
— Forbes (strategy insight)

The product page is the new homepage, as an increasing number of consumers bypass the homepage to land straight on the product page. One of the goals was to elevate product pages to the fullest expression of the brand while not loosing track of the shopping objective. Content formats were developed. From aspirational brand vision & lifestyle to functional content like quick tips and styling advice. Through this set up bi-monthly site refreshes in 10 languages can be realised with a relative small team of designers and copywriters, delivering new and relevant content that is aligned with the brand’s DNA.

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Newsletters are key in any content strategy. Communicating the right message with copy and layout while finding a balance between brand and commerce that feels inclusive instead of intrusive.

The strategy placed TommyHilfiger.com in the top 10 of L2 Digital IQ Index: fashion.

Tommy Hilfiger emailer content overview

According to L2 inc. who publishes each year a top 10 of the best performing fashion brands online: ’...Tommy Hilfiger takes advantage of email technology to deliver a seamless and personalized experience. The brand garnered the highest email frequency in the index, 7.8 emails over a three month period vs. the index average of 1.7. Advanced email personalization links user actions on site to inbox missives, recommending similar products visitors may have missed or sending sales alerts on products that did not convert (the first time).”

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Covent Garden Creating a digital home for London’s world class district

Situated in the heart of London’s West End and attracting almost 45 million visitors a year, Covent Garden is an ambitious, long-term project aimed to transform the area into a premiere retail and lifestyle destination. Key in this transformation is the website www.coventgarden.london as the journey for many visitors starts here.

Calvin Klein overview Covent Garden is established as a leading destination for global brands wishing to come to London...
— Ian Hawksworth, Chief Executive of Capco

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The website focuses on the district’s unique offering across four areas: Heritage & Architecture, Entertainment & Culture, Fashion & Retail, and Food & Beverage. Providing an up-to-date agenda from street performances to special pop-up events. Tell the heritage story, stretching back to the 16th century. Creating a welcoming and informative experience of all that Covent Garden has to offer.

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Tommy Hilfiger A perfect brand experience on all devices

In 2014 mobile overtook desktop computers as the device most used to access the internet. For Tommy.com mobile traffic (tablet and mobile) has been rising steadily over the last years. Putting mobile at the heart of digital interaction with the brand. From consuming brand content, product research (while instore) or buying a product, the shop and brand experience needs to be optimised for any device.

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Optimizing the tablet and mobile journey resulted in higher click through rates of 20% and 30% and increasing revenue with 110% and 120%.

Our focus on giving customers a seamless shopping experience is paying off.
— Daniel Grieder, CEO, Tommy Hilfiger

For Tommy.com responsive design templates have been used. This approach allows a single template to be designed and developed for multiple devices by using intelligent coding and screen optimised designes.

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Tommy Hilfiger Creating a new buzz with #TOMMYxNADAL

A pop-up tennis event with a twist was staged in the center of New York to create a digital buzz around the introduction of the new brand ambassador Rafael Nadal. The 14-time Grand Slam winner faced off in several rounds of tennis with top models all dressed in custom Tommy Hilfiger looks. Each time a team scored a point their opponents stripped down, unveiling the new Tommy Hilfiger men’s and women’s underwear collection.

…we’ve always brought a unique twist to our advertising. Today’s event continues our tradition…
- Tommy Hilfiger

The digital element of the campaign was revealed just after midnight on August 25 through the brand’s (social media) channels. Including a live Periscope feed from the event and an exclusive collaboration with Funny or Die, bringing a new perspective to the traditional red-carpet Q&A in a series of videos that were launched in the days after the event. All digital communicates pushed to the dedicated event landing page on Tommy.com

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The campaign launch made #TommyXNadal a trending topic on social media. With +382M impressions and 32K mentions globally on Twitter, +71M global impressions on Instagram and +40M global Facebook impressions.

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Shell Reducing car emissions and fuel consumption with gamification

Shell briefed Iris to devise a small-scale customer loyalty scheme aimed at encouraging drivers around the world to to capture journey data on their mobile phone. Drivers would send the information to their PC to gain insights on their driving behaviour. Shell wanted to leverage this information by tapping into the growing consumer desire to reduce fuel consumption, CO2 emissions and safeguard the environment.

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The idea was to analyse how consumers drive and suggest improvements to reduce their CO2 emissions, get better fuel economy and earn rewards from Shell with every fill up at the gas station. Although the app is a highly technical product, the creative challenge was to emphasise that the service is a fun thing to use.

Local activation was done by the use of the Shell country ambassadors. These local celebrities would feature in commercials and online campaigns to promote the usage of the FuelSave app. Autonomy was given to the local markets to make the brand message resonate. The markets could determine which promotions to feature in their territories to get the highest impact.

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Shell Activating the digital Everydrop campaign through native content.

Petrol and diesel are difficult products to get consumers excited about. The campaign goal was to become part of the existing vibrant online motoring communities conversation and help people get the most out of their cars (and actually use less fuel) while delivering the campaign retail message “get the most out of every drop”.

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Partnering with Yahoo to build a dedicated channel called Drive Smart. Local editors created new content that was relevant for local users. Yahoo editors treated Shell’s content as their own, promoting it in highly coveted locations.

By listening to their audience and creating engaging native content, Shell thrashed its target of 1 million visits by 350%.
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Brand consideration and preference among Shell users increased by 24% and 15% respectively and purchase share rose by 25% in key markets. Brand preference and consideration amongst non-Shell users also increased by 33% and 23%.

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Tommy Hilfiger / Calvin Klein An evolution of e-commerce photography

The importance of great photography can never be over estimated in the domain of E-commerce. In the absence of a physical interface between the customer and the product it is photography that bridges the gap. One of the first things done when working at the Tommy Hilfiger brand was to improve the art direction of the product photography as also scale up and automate the whole process.

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This resulted in establishing the brands own product photography studio. The post production and uploading of images was automated and streamlined to reduce time to market. Resulting in higher conversion and more flexibility if samples changed.

Per season improvements are made on posing, light, styling and photography art direction.

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Nike Bringing the iconic ‘just do it’ to Russia

The campaign ‘Just Do It’ was introduced to the Russian market. In western cultures this statement is well embedded with the Nike brand. In Russia the statement still had to be made. Sapient Nitro shot the above the line commercial. The digital team worked on the below the line activation to make the campaign resonate and embed 'Just Do It' with the Nike brand in the Russian market.

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With the digital team an online social campaign was launched directing Russian youths to the 'Just Do It' hub. Here they could connect, create sporting events and invite one another. The site was an instant success, with the social arm of the campaign swamped with eager participants.

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Diesel Finding the right fit through an inspiring brand experience

Back in 2006 Diesel requested a re-skin of their existing HTML Denim fit guide. Next to the HTML re-skin designs another proposal was presented that combined the power of the campaign images with the dynamic possibilities of Flash. Impressed by the new concept, Diesel doubled the project budget and gave a green light for the newly proposed brand experience

Diesel Denim Guide
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The spring/summer fitguide recieved the Favourite Website Awards (FWA).

As a result of the success of the Spring/Summer guide we received the brief for the follow up Fall/Winter fit guide. A copy of the book Fifty was send with the new brief. The book, published in celebration of Diesels founder Renzo Rosso’s 50th birthday, was signed by mr. Rosso himself with a thank you message for the delivered project.

Diesel Denim Guide
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...Thank you for a great project.
– Renzo Rosso, “Jeans Genius” & Italian fashion entrepreneur

Diesel Denim Guide