Our solution was to launch the campaign in phases in order to raise awareness of the big event in the Chinese city step by step. At the heart of the campaign was a two-part film succinctly entitled ‘Shanghai Affairs’. Two visually stunning films were produced and directed in China by Noam Griegst, with electronic music composer Trentemøller supplying the soundtrack.
On Instagram, meanwhile, viewers could follow the story and see highlight outfits from the show via exclusive images direct from the film set. Facebook, Google+ and Twitter provided interactive exchange platforms for all background detail.
For the Asian market, communities were activated with a mystery code competition on Sina Weibo and Yuoku. Fashion expertise was enhanced and contacts with new target groups were expanded by incorporating international bloggers with a wide reach.