The hub of the campaign was an interpretation of one of the saddest songs available, Bobby Vinton "Blue On Blue", performed by Swedish pop duo Say Lou Lou. The song was released with 360 ° music video in which the viewer could follow the rise and fall of three relationships. When you watched the music video you could, by moving your phone, easily choose which part you wanted to take a closer look at. This was the first time this type of technique was used since it was recently released on Youtube.

As a grand finale, we organised a heartbroken concert: a live performance with Say Lou Lou, dedicated to the broken hearted. To get a ticket you had to contribute with your own breakup story on the campaign site, which had a design that responded to sad words. The ticket was later transformed into a uniquely designed concert ticket.

The campaign had three steps. The teaser period (2-3 weeks) where Say Lou Lou and Gina tricot posted sneak peeks about the campaign in social channels.

The Say Blue campaign was launched August 20, 2015. The music video was quickly a success with over 500 000 views the first week. We also made TVC, online ads, outdoors and social material where Say Lou Lou was the key figures throughout the whole campaign.

The third step and the grand finale was the Heartbroken Concert: a live performance with Say Lou Lou. To get a ticket you had to contribute with your own breakup story on the campaign site.

Each stage of the campaign featured spread in social media postings of videos from the recording of the song, the music video, live show and more, and was thus maintaining a constant dialogue with the target group throughout the campaign period.

Overall, the campaign successfully showed that it is possible to reach an audience interested in fashion by allowing the advertising to reflect the inside as much as the outside. And the results showed that we reached our goals:

- Searches for Gina Tricot online increased by 135% in the Nordic countries.

- The tracking showed we reached 90% of the target audience for the campaign.

- The music video reached 500,000 views after the first week, and 60% of them saw the whole film, even though it was 3.5 minutes long.

- The 300 tickets to the show sold out in 40 minutes even though it required commitment to share a blue love memory or breakup story.