To prove the durability of M.J. Bale 100% Merino suits for business travel we conducted a real-time travel torture test through Facebook Live and Instagram. We dressed an unsuspecting model in Sydney for a fashion shoot that was happening in London. The route to London was fierce. Five days non-stop, nine countries, ten modes of transport, no sleep and one suit. As soon as the model and small crew arrived in London, they began shooting the 2016 M.J. Bale campaign. Model Tom Bull was a broken man but the suit was impeccable, proving that you can crush the man, but you can’t crush the suit.

Tom Bull (model) and a small production crew of three, travelled from Sydney through nine countries non-stop for five days to the final shoot in London, without sleep or hotel rooms, utilising ten modes of transport.

Tuesday 15 March:

Sydney – Singapore (Flight)

Singapore – Kuala Lumpur (Bus)

Wednesday 16 March:

Kuala Lumpur – Bangkok (Flight)

Bangkok – Dubai (Flight)

Thursday 17 March:

Dubai – Abu Dhabi (Car)

Abu Dhabi – Rome (Flight)

Rome – Naples (Train)

Friday 18 March:

Naples – Amsterdam (Flight)

Amsterdam – Rotterdam (Bicycle)

Saturday 19 March:

Rotterdam – Harwich UK (Ferry)

Harwich UK – London (Taxi)

The campaign ran live in Facebook, Instagram, and M.J. Bale’s own channels (EDM, instore) from 15 to 19 March.

The content video and PR release went live on Wednesday, 23 March 2016.

Total campaign spend was under $100K(AUD).

REACH

PR reach of 25m

Social media reach was 1.19m

ENGAGEMENT

Social engagement rate increased from 5.2% to 17.1%, a massive 230% increase

Video completion rate increased by a massive 32%, from 29% to 39%

Our content also drove talkability, with our share rate increasing 79%

The campaign brought increased exposure to new customers with 75% of reach non-fans vs. our benchmark of 47%

During the campaign, the story was picked up by multiple business and fashion publications. News.com.au, Mashable, Executive Style, Huffington Post, D’Marge, GQ all ran stories about the journey.

SALES

In the first two weeks, an uplift of 20% across the suiting range online and across M.J. Bale’s 38 stores.

BUSINESS TARGETS

With an objective to achieve an increase in sales of M.J. Bale’s 100% Merino travel suits by 10% across online sales channels and its 38 retail stores – doubling this figure was a great achievement.

The product torture test was played out live over a number of platforms, including Facebook and Facebook Live, Instagram, and M.J. Bale’s owned channels and retail stores. It was the combination of these channels that helped to tell the story and involve the audience in the idea. We believe the utilisation of Facebook Live was particularly powerful as it assured the audience that the journey was happening live, and it wasn’t staged in any way. Authenticity was key for the credibility of the idea.

TARGET AUDIENCE

High income ($A80K+) Australian businessmen who purchase at least one suit ($1000+) every year. Beyond brand, style and ranging they are unable to articulate differences in suit brands.

INTEGRATION

The journey across nine countries happened in real time across Facebook; Facebook Live; Instagram; 38 M.J. Bale retail stores; M.J. Bale’s EDMs; and in PR.

APPROACH

We captured the ‘torture test’ journey live via social channels, in particular Facebook Live and Instagram. Every day along the journey, Tom Bull the model did a live report and Q&A via Facebook Live. Thousands tuned in to follow the story. We then turned the most memorable moments from the ‘roadtrip’ into shareable video content, which we shared with media and played out across owned and earned social channels. We encouraged the media and social/PR influencers to test out their own ‘Uncrushable’ suit for themselves on everything from rollercoasters to football matches.

Australians travel farther for business, especially into Asia, Europe and the United States, than any other nation. This leaves them with a constant struggle for looking and feeling their best when they hop off the plane and are expected to go straight into the boardroom for business.

BRIEF

Owning durability and performance for business travel is a key differentiation pillar for M.J. Bale. The suits are constructed with 100% Australian Merino wool. Because of the ‘memory’ within the wool microns, no matter how hard a gent wears their suit, whether it is crushed or stretched, the wool will always ‘bounce back’ to look and fit perfectly.

OBJECTIVES

1. Influence suit purchasers to insist on 100% Merino wool suits at point of purchase

2. Drive reach of 800K during the campaign

3. Increase sales of M.J.Bale’s 100% Merino travel suits by 10% across online sales channels and its 38 retail stores.