“Tell the most interesting moments of our 160-year history in only a few minutes, using the art of a Hollywood film trailer to hint at a full film we haven’t made...yet.”

Keeping to the idea of a Hollywood film trailer to hint at our own story:

• Scriptwriter known for “Bridge of Spies”

• Director known for “Senna” and “Amy”

• Hollywood cast

• Release date announced in advance (October)

• Teased to database and on social platforms (end of October)

• Trailer released across all owned platforms, news sites & video networks simultaneously (1st November)

• Red carpet launch events with cast in key cities (November, New York, London, Seoul)

• Excerpts from film across programmatic channels, including Amazon Fire TV (November/December)

• Further storytelling on Burberry.com (November/December)

• Interviews with director, writer and cast released (December)

Reach:

Burberry record number of film views: 22m (+128% on previous year)

Burberry record level of coverage: 2,220 pieces globally (+33% on previous year)

Achievements:

Unique visitors to Burberry.com increased by 77% vs previous year

Average time spent on gift pages increased by 160% on previous year

Lower reliance on media budget in highest spending period of the year (-7% vs previous year).

Sales:

Uplift on previous year. (Results confidential)