CELEBRATING A UNIQUE PARTNERSHIP
For more than 30 years Hugo Boss attends the racing team of McLaren as a sponsor and endorser. To celebrate this remarkable anniversary we create the integrated global campaign „Dress Me For The Finale!“ for HUGO BOSS, and as a lead agency for the project carried the responsibility for its worldwide implementation.
CHALLENGE: THE SUCCESSFUL LINK OF THE TOPIC SPONSORING TO THE POS
In the challenge we developed „Dress Me For The Finale!“ - a global marketing campaign that established on the basis of the 30-year partnership between HUGO BOSS and McLaren team an innovative idea, where the customer is always moved to the center stage: Designed with the power of our long lasting retail experience and holistic competence portfolio, our BrandRetail specialists developed a concept, which links the brand world of HUGO BOSS online and offline together intelligently including brand and live communication activities, digital solutions, as well as customized POS activations within the stores.
INTERNATIONAL ROLL-OUT OF AN INTEGRATED BRANDRETAIL CAMPAIGN
16 international cities, 13 global brand events, 2 special collections and 1 exhilarating final event in Brazil – the project „Dress Me For The Finale!“ ran globally within the entire 2011 Formula 1 season. The heart of the campaign was an international online design contest: The aim was, with the help of an online style configurator, to customize the racing suits for the two F1 drivers Lewis Hamilton and Jenson Button for the final race in São Paulo. For each race of the season, a jury chose a winner design, which was specially produced for the qualifying. The final winning design was determined by an online voting.
Parallel, the formula 1 conquered the BOSS shops worldwide: The cross-linking to the own retail of HUGO BOSS took place on a specially designed McLaren collection that was both online and in the participating BOSS stores available. High-class retail events where the racers were present, retail promotions, personalized POS marketing measures and accompanying online and social media activities created a holistic platform for the brand HUGO BOSS.