HUGO BOSS wanted a stronger association between their B2B and B2C audiences across the GCC, with a focus on building brand desirability, brand awareness and maximizing footfall in-store for the opening of the next generation BOSS store concept.
All with a focus on emotionalizing the brand in order to drive offline sales in a sustainable manner through a unique approach to storytelling.
In arguably the busiest period of the calendar year for winning share of voice amongst fashion brands within the region, the message needs to come from those they trust most. The only way to truly become the “talk of the town” is through a single creative opportunity; When contrast comes together, excitement happens.
AN INTEGRATED THREE-TIER PLATFORM.
With an audience defined by exploration, refinement and excitement, our approach was to tailor to local characteristics whilst partnering up with key assets and opinion leaders in association with the last Formula One race of the season in Abu Dhabi. All in order to deliver the message in their own authentic way.
“RELEVANT STORYTELLING SPIKED ENGAGEMENT FROM BOTH EXISTING AND NEW TARGET GROUPS”
LIGHTBLUE conceptualised and produced an integrated event concept as a one-off experience for HUGO BOSS Brand Ambassadors and Friends. With ethnographic research on what makes our audience tick, we uncovered their emotive needs in aid of designing one of the most talked about moments in Dubai.
“AN INTIMIATE MOMENT WITH FORMULA 1 LEGENDS.”
The new store concept opening enabled top-tier media, influencers, partners and customers to participate in an exclusive conversation between Mercedes-AMG Petronas Motorsport Formula One driver and brand ambassador, Valterri Bottas and Formula One legend, David Coulthard. As well as engage with a fierce competition around the track against Valterri in the Gran Turismo Racing Pod.
“MAKING A GLOBAL CONCEPT REGIONALLY RELEVANT.”
Once the new global store concept was introduced, guests were transported to an exclusive and untapped rooftop located on the largest man made island in the world. In light of sparking excitement once contrast comes into play, the night was taken away with an exclusive live performance from The Wanton Bishops paired with a set from New York based DJ, Brendan Fallis came as a surprise.