Benetton are known for their...interesting and edgy campaigns and their latest, 'It's My Time' invited real people to represent the brand. They took full advantage of technology and social networking and offered us the opportunity to create a profile to help them find interesting people. The first 100 winners were chosen by the public themselves - allowing consumers to get involved with the brand and therefore increasing word of mouth advertising. The final 20 were then flown to New York to appear in the Fall 2010/2011 catalogue.
The idea of the campaign was to mix old and new advertising methods, take advantage of technology and celebrate different ideals of beauty. This was helped along by the one competition rule...NO models!
Kathryn x
No comments:
Post a Comment