Sandro launches a video game as part of its Fall/Winter 2022 campaign
After installing kites in its stores as part of its 'Fly away' campaign, which combined in-store installations, billboards and a digital component, Sandro is launching a new global campaign this August 31 to unveil its Fall/Winter 2022-23 collection. The campaign entitled 'Believe' sees a group of young creatives exploring their potential and putting their ideas into practice. The campaign film was shot by Alexandra Leese and the photographs by Sam Rock with Atelier Franck Durand as art director.
"It is a group of friends’ strong conviction that will lead them to realize their dream. At the beginning, there is an irrepressible desire to accomplish something. This desire then gives birth to a collective construction. From drawings to prototypes, they imagine every detail, and will give life to the artificial. Imagined as a modern fable, this series of videos and images sublimates an initiatory and collective experience," explained the brand.
The campaign will be launched globally on August 31 in the brand's stores, with regional activations on Instagram, Tiktok, and Pinterest. In Paris, billboards will be set up in the metro and targeted actions will be carried out on the East and West coasts of the United States as well as in major cities including China and Hong Kong. The brand will also organize events with its VIP customers in France, as well as in major European cities in England, Italy, Spain and Germany.
Sandro chose to bridge the digital and the physical realms this season for the first time ever. The brand has launched a video game also called Believe. "This game was created based on the codes of vintage games with the objective of earning points," explained Elodie Barbé, marketing and digital director at Sandro.
The game will be accessible via QR codes scattered throughout Sandro stores as well as in the digital sphere. “We are going to promote it in our newsletters, on social media as well as with influencers. We are collaborating for the first time with Twitch gamer LittleBigWhale who is also passionate about fashion," she detailed.
This game will also serve as an opportunity to involve the brand’s customers in a charitable operation. The points accumulated by players will be used to donate a sum to the American association Pencils of Promise whose specificity since it was founded in 2008 is to participate in constructing schools, all through the brand's foundation launched at the end of 2021.
"This is more than just a campaign for us, it’s also the kickoff of the season. We always want to make a big statement at the beginning of the season to highlight the pieces from the collection. We have three or four other moments during the season that allow us to give resonance to the campaign," explained Barbé. "A successful season is usually the combination of a campaign and a high-quality collection. To assess the impact of a campaign, we can conduct studies with specialized companies and analyze the impact on social networks, but the main indicator remains the traffic in stores and the feedback from the on-site staff," she added.
The brand posted sales of €498 million in 2021 and has 745 stores worldwide. In the first half of 2022, the brand saw its sales soar by more than 21% to €267 million before exchange rates compared to the same period last year.
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