Cannes Lions

EROTICA

FRED & FARID GROUP, Paris / DIESEL / 2014

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Case Film
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Overview

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Credits

Overview

Description

The objective of this promotional campaign was to maximize the exposure of the highly sexy videos and photographs of DIESEL EROTICA collection.

The target audience was drawn from both existing and new customers. New customers were drawn by influential key opinion leaders, and existing customers quickly responded after they noticed it’s a campaign from DIESEL.

Execution

All campaign pictures and videos were compressed into one Zip file that was named with an erotic name. Then, we converted the Zip file into a Bit Torrent File and uploaded it online. In order to make our Bit Torrent go viral: we promoted the file on porn channels, and asked a "well known fashion-industry-KOL" to download it.

As soon as the KOL downloaded it, an auto-generated message was “accidentally” shared on his social media, “I ‘ve just downloaded and shared with you the xxxxx.zip”. This message immediately went viral and was spread all over Sina Weibo by other influencers.

Outcome

This "smart, quick, simple, zero-investment hack" finally resulted in 5000 reposts, 2000 comments and most importantly: more than 73,000 downloads of DIESEL Erotica campaign pictures and videos.

Even famous Japanese porn star Ruka Kanae reposted the post.

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