Relaunch the YUK shoe from 1993 to social media savvy youngsters that aren't old enough to remember the original.

To create interest about a 20 year old shoe, we reminded our target that some things were better 20 years ago. With the Diesel Pre-Internet Experience users could fight against modern-day oversharing: Stop sharing annoying food pics on Instagram and workout updates on Facebook. Just meet your friends IRL, like we did in 1993.

Focus on the product most unique aspect (it's pre-internet!) and the target's desire to stand out and be at the forefront of new trends in social media.

The task was simple, we used only media that was very closely linked to the core idea. As there was no paid media budget, we only used Diesel's own channels (Facebook, Twitter, YouTube) to reach out to our audience.

The 3 YouTube films were made as FB content.

PR strategy:

To the Fashon Media, we accentuated that this is Diesel's all time best selling shoe, returning onto the fashion scene with an attitude.

To the Tech Media, we put the emphasis on the fact that Diesel was fighting the fight against modern day online oversharing and was urging people not to share as much.

To the Communication Media crowd we highlighted the unusual nature of making a social media campaign with no share buttons, urging people not to share. How can you go viral when no one shares? We called it 'sharing by no sharing'.

The Diesel Pre-Internet Experience helped users take a break from posting online, spending more than 100.000 hours without posting. Some failed as well,but they lasted 17 hours offline in average, before falling for temptation.

Completely without paid media we attracted both a lot of users and press.

During the campaign period, we got 450.000 new Facebook followers (more than 600% above Diesel's average growth rate).

All Diesel's sales numbers are confidential,but we can say this: instead of being just a one year special edition, the shoe has now become a permanent part of the annual Diesel's shoe-collection.