In cooperation with the Danish creative agency Uncle/grey, Only jeans produced a movie that gives viewers the opportunity to contribute to the storyline and the ability to immediately buy what they see. The website based experience was a Cannes Gold Lion winner this year. Head of Marketing Niklas Sønderskov described this new, interactive way of watching and buying as an open dialogue with strong customer engagement.
Why I’m Curious
The seamless product integration in an incredibly immersive environment is a really effective way of creating the aspiration experience that reminds me of the “I want” that women experience when flipping through the photo shoot section of fashion magazines. The benefit of this web-based approach is that it connects directly to the online-retail experience, hopefully resulting in more direct sales than you can get from traditional magazine formats.