Ogilvy

Client: Zalando
Product: Zalando
Title: Street It All
Media: Online / Out Of Home
Country: Spain
Date Of Campaign: 15.02.2021

Background: Since the pandemic several restrictions have affected common and public spaces, a factor that determined a digital focus for the campaign, but also aligned in terms of target’s characteristics. Also, an innovative approach was necessary due a filled up digital environment with lots of new contents and daily messages. The challenge the brand was facing was to present their new Streetwear Collection with a clear link to their roots, the streets, but with these being restricted. Another key challenge was to come up with a creative campaign that showed Zalando’s bet for innovative technology and solutions in order to differentiate from other competitors. Thereby, objectives were on one side, reconfirm Zalando’s role as streetwear curator and its knowledge and credentials on the category, increase brand’s notoriety and awareness through media and influencers amplification in order to reach the key targets while using innovative technology elements or sources.

Idea: Streetwear it´s more than fashion: it´s an attitude. Young public are in love with the streetwear. They live the street. It inspires them to express themselves. So, Zalando thought that the best way to reach them was to speak their language. Zalando teamed up with Google launched "Street it all". The first shoppable fashion look book on Google Street View. That place where our target can also be found. A fashion shooting produced in 360º, on Spain’s ‘Streetest’ streets. Instead of using standard models, we collaborated with the most relevant content creators in street culture. In our interactive OOH, people could scan a QR code, discover the outfits in Google Street View and buy them in site. With Google technology, we transformed a tool like Google Street View into an innovative e-commerce with Zalando as the protagonist. Zalando and Google put Streetwear where it belongs: the street.

Results: The lookbook located in Google Maps through Google Street View collected + 96.002 views in just two weeks. Outstanding data for such a short period. In terms of media coverage, we obtained +26 publications among key relevant international and local titles for the target such as Glamour, GQ, Vogue, Cosmopolitan, Grazia, Highxtar, NEO2 and specialized media such as Reason Why, Marketing Directo or Business Insider with a potential reach of 15.4 M contacts and AVE total of 603K €. For social content, we gathered +377 publications through our crew of 28 talents with over 3.522.283 impressions and 10.001 swipe-ups. The campaign had an overall 7,34% engagement rate showing a great and positive response to the several contents. QR scans figures were +12.595 through the several OOH formats.