#weliveinblack
ICONIC BRITISH BRAND
CLUB CULTURE | NICHE | DIVERSE APPEAL
new campaign
"More than a number". The whole campaign will be based on a game with the consumer about the 23 enigma which refers to the belief that most incidents and events in our lives are directly connected to the number 23.
23
GARMENTS/LETTERS ECTS THE CONCEPT 23 letters (A-W) each one corresponds to a garment. All letters present a number for example A:1, B:2, C:3, etc. Letters combinations create the number 23 like A:1 + V:22 = 23. So the garments that will be able to be combined will have specific letters, in order the consumers to create the number 23.
SPECIAL A new collection with a special feature on clothing labels with the letter (front) and the number (back) of each specific piece. Another special feature is the pink color accent in each garment, as pink color number is 23: Red 27, white 65 - 65 plus 27, 92 - 'Pink' has four letters - 92 divided by four, 23! In addition the "W" garment will be a unique piece of the collection.
2017 COLLE CTION
VIDEO IS THE FUTURE http://www.youtubecutter.com/watch/9312f887/
PRE LAUNCH "Let's Play A Game" -It's coming(4.9.2017, 11:12am)RELIGION Video. Advertise on Facebook,Instagram (affordable/engaging/ reaching new consumers) Billboard (http://www.bidstack.com ) Shop Windows/Online Create consumers curiosity #morethananumber
During LFW (British Based Brand) "Underground" Bar Restaurant (Staying on RELIGION brand identity) RELIGION Influencers & Media Consumer Invitations (through online purchases)
LAUNCH PARTY!
HOW TO PLAY
When a consumer buys 2 garments which letters form the number 23, they can post it on social media with the hashtags #letsplayagame #morethananumber. Every hashtag will work as credits. Right, instead of cash or credit customers exchange RELIGION products for posts on Twitter, Instagram or Facebook Social. Social currency. Every day for a month, a lucky few who post the most creative Tweets, Instagram photos or Facebook posts win larger prizes, like their very own Crystal Head Vodka Religion Limited Edition.
23 algorithm
" WHICH ARE THE INITIALS OF YOUR NAME? WHAT'S YOUR DATE OF BIRTH? THINK ABOUT THE DAY YOU MET SOMEONE SPECIAL. REMEMBER SOMETHING IMPORTANT THAT HAPPENED TO YOU. " DO YOU BELIEVE NOW?