Go With The Fake|短视频|广告营销案例【ADGuider广告指南】

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去与假

案例简介：概要时装业每年的假冒商品流量价值 4610亿美元，仿制品品牌使用微妙的设计或拼写变化来模仿真正的交易。因此，为了将这种假冒的商业威胁转化为商业机会，我们决定为 Diesel 自己的仿制品品牌 DEISEL 创造一种标志性的视觉风格。目标是设计看起来像实际仿制品品牌的品牌，并帮助创造真正的仿制品品牌体验。我们希望以一种与精明的千禧一代观众产生共鸣的方式设计它，并为柴油品牌注入新的活力，重新确立它作为勇敢和颠覆性时尚的领导者的地位。结果在一周内，DEISEL 体验产生了 4亿个全球媒体印象和 5500万个社会印象。嗡嗡声变得如此之大，以至于在几天内，人们甚至开始制作我们的假货并在网上出售。DEISEL 商店在 24 小时内就卖完了，当收集进行 Diesel.com 时，它在几个小时内就卖完了，连续 3 次。这项运动在世界各地的数百个主要出版物中被报道，包括《纽约时报》、《每日邮报》、《 Vogue 》、《赫芬顿邮报》、《哈珀的集市》、《名利场》、《绅士》、《 GQ 》、《 Elle 》, 玛丽 · 克莱尔，《女装日报》，《纽约邮报》和《大都会》。《时尚》称这一想法为 “强化品牌的终极运动”。《女装日报》写道，“以与运河街邻居相同的风格经营，商店的内部设计和销售体验得到了真正的发挥。执行忠于柴油的颠覆性，我们的设计团队通过切换 I 和 E，然后在 “成功生活” 中添加一个额外的 L，颠覆了柴油的实际标志。我们甚至巧妙地改变了字体，以看起来像一个真正的仿制品品牌。然后，我们在纽约假冒区的中心租了一家商店。为了真实性，我们设计了它，让它看起来杂乱而俗气，看起来像一家真正的仿制品商店，并与附近的人有机地融合在一起。谦逊的购物者随后购买了真正的柴油产品，并巧妙地伪装成 DEISEL，以低价出售。在纽约时装周期间，我们通过社交媒体泄露了秘密，吸引了成千上万的粉丝和时尚达人。这次全价。商店在第一天就卖光了，把我们的时尚仿制品变成了全球的时尚偶像。然后我们在 Diesel.com 全球推出了这个品牌，几个小时就卖完了。活动描述时装业每年的假冒商品流量价值 4610亿美元，仿制品品牌使用微妙的设计或拼写变化来模仿真正的交易。因此，为了将这种假冒的商业威胁转化为商业机会，我们决定为 Diesel 自己的仿制品品牌 DEISEL 创造一种标志性的视觉风格。目标是设计看起来像实际仿制品品牌的品牌，并帮助创造真正的仿制品品牌体验。我们希望以一种与精明的千禧一代观众产生共鸣的方式设计它，并为柴油品牌注入新的活力，重新确立它作为勇敢和颠覆性时尚的领导者的地位。

去与假

案例简介：Synopsis The annual traffic of counterfeit goods in the fashion industry is worth $461 billion, and knock-off brands use subtle design or spelling changes to mimic the real deal. So, to turn this counterfeit business threat into a business opportunity, we decided to create an iconic visual style for Diesel’s own knock-off brand, DEISEL. The objective would be to design branding that would look like an actual knock-off brand and assist in creating a genuine knock-off brand experience. We wanted to design it in such a way that resonated with a savvy millennial audience and give fresh energy to the Diesel brand, re-establishing it as the leader of brave and subversive fashion. Outcome Within a single week, the DEISEL experience generated 400 million global media impressions and 55 million social impressions. The buzz got so big, that within several days, people even started making fakes of our fakes and selling them online. The DEISEL store sold out in 24 hours, and when the collection went on Diesel.com, it sold out within several hours, 3 times in a row. The campaign was covered in hundreds of major publications all over the world including The New York Times, Daily Mail, Vogue, Huffington Post, Harper’s Bazaar, Vanity Fair, Esquire, GQ, Elle, Marie Claire, Women’s Wear Daily, New York Post and Cosmopolitan. VOGUE called the idea “The ultimate brand strengthening exercise.” WOMEN’S WEAR DAILY wrote, “Operating in the same style as its Canal St. neighbors, the store’s interiors and selling experience played out authentically. Execution Staying true to Diesel’s disruptive nature, our design team subverted Diesel’s actual logo by switching the I and the E, and then adding an extra L in “For Successfull Living”. We even subtly changed the font in order to look like a true knock-off brand. We then rented a store in the heart of NYC’s counterfeit district. For authenticity, we designed it to look cluttered and tacky in order to look like a true knock-off store and organically blend with the neighborhood. Unassuming shoppers then bought real Diesel pieces, believably disguised as DEISEL, for knock-off prices. During New York Fashion Week, we let the secret out through social media, attracting thousands of fans and fashionistas. Full price this time. The store sold out on day one, turning our fashion knock-off into a fashion icon worldwide. Then we launched the brand globally on Diesel.com, which sold out in several hours. CampaignDescription The annual traffic of counterfeit goods in the fashion industry is worth $461 billion, and knock-off brands use subtle design or spelling changes to mimic the real deal. So, to turn this counterfeit business threat into a business opportunity, we decided to create an iconic visual style for Diesel’s own knock-off brand, DEISEL. The objective would be to design branding that would look like an actual knock-off brand and assist in creating a genuine knock-off brand experience. We wanted to design it in such a way that resonated with a savvy millennial audience and give fresh energy to the Diesel brand, re-establishing it as the leader of brave and subversive fashion.