Siemens

To build brand awareness of Siemens' Xelibri mobile phone amongst a fashion-loving audience across a pan-European market

 

Challenge

Xelibri was a high fashion mobile phone branded with a retro-futuristic feel. All marketing and communication were based on the ATL campaign ‘That’s so tomorrow’ created by advertising agency Mother London. The idea is that in the future not so pretty people will be able to buy and wear ‘beauty bodysuits’ transforming themselves into beautiful people. Pd3 was commissioned to build brand awareness of Xelibri brand targeting a niche fashion buying audience spanning over seven European territories such as the UK, France, Italy, Spain and Germany.

 

Audience

Niche fashion buyers.

 

Solution

Tactical creative campaign targeting high fashion districts. This consisted of the following generated ideas and designed material:

• Beauty Suit washing powder packets

• Zip tattoos to recreate that bodysuit look

• Beauty Suit recycling bags collecting on behalf of Xelibri

• Developed and designed a distribution brochure stand that would lend the magazine a certain level of endorsement at distribution points

The above were strategically placed in the most credible nightclubs, independent fashion/niche stores and high-class fashion postcodes of each city. For example, the recycling bags were door dropped in Knightsbridge.