Ralph Lauren was to launch its new range of clothing brand, Denim & Supply. The key target is young, creative and stylish people and the first purpose of the brand was to generate a real event around this launch, both in order to generate notoriety and brand appeal. We created an international live and digital brand content and entertainment campaign. In order to produce the first content that incarnates a real cultural value, the Rockumentary, a contest was organised. The winners could not only become part of the online documentary but also win tickets for a concert in Amsterdam.As the campaign concerned 8 countries in Europe (France, England, Spain, Germany, Italy, Sweden, Denmark and Holland) the stakes were high. Some of the countries’ legal authorities wouldn’t allow a contest that would offer a present consumable in another country. For instance, participating to the contest in Rome and winning a concert in Amsterdam was not possible. The campaign had to be adapted to each country’s legal restrictions. At the end, the documentary was made with nationalities that could participate but every country could watch the concert through live streaming online.

The content theme we chose to produce for this launch campaign was directly linked to the targets interests and passions: music. The selections of the type of music and of the artist or group to collaborate were essential. A strong community management and an attractive Facebook application reached out to the audience and captivated their attention. The audiences were drawn to the content through Facebook mainly but also very strongly through PR: 54m impressions!The group also helped with the buzz, but each content was a notoriety tool for the next one: community management, contest, Rockumentary, live streaming of the concert.

The campaign was such a success that the story goes on in 2012 with a new musical collaboration : the famous Swedish DJ Avicci will take part in the fall advertising campaign and co-produce a clip in New York, premiering a brand new track of his.Metronomy campaign results:•Average time spent on the live streaming: 14.55 minutes of connection !(As a comparison, MGMT Blackberry Live had reached 14 minutes on Spotify in 2010)•21% engagement generated on Facebook!(As a comparison, Coca-Cola reached 10% on its fan page)•Clicks: 367,000•Watched Videos: 11.5m •Likes: 14,204•Print Impressions: 16m•Print covering: over 22m impressions•Web covering: over 20m impressions•+ 3,000 fans reached 3 days before the event (65% generated through our media campaign)