Facebook reporters from all over the world were searched at www.hugoboss.com for the live broad-casting of the HUGO Fashion Show Fall/Winter 2011 in Berlin. HUGO Brand & Creative Director Eyan Allen chose 5 HUGO reporter out of 300 video contestants who were equipped with iPhones and documented the show from their point of view on the spot. Beside banners and newsletter, posts of the show were dynamically featured on the streaming website at the same time. The goal was to inspire involvement, to generate buzz around the fashion show and to increase the brand awareness. During the campaign period of 4 weeks, HUGO BOSS gained 50.000 new Fans on Facebook.
Agency: Werbewelt AG
Creative Director: Bastian Pristl, Tobias Ulmer
Account Director: Andrea Gohl