Burberry China 2011
in 2011, Burberry had successfully repositioned itself globally, but in China, the brand still had a stuffy image, leftover from its chavvy 90s heritage.
As part of their Beijing flagship store relaunch, BBH Shanghai were tasked to help reintroduce the repositioned brand in China. To help it reach out to young savvy Chinese fashion consumers in a new and engaging way.
"Bringing Britain to Beijing"
We came up the overall idea, as well as recommending and mocking up the specific Holograph projection technology for the fashion show.
(all in the case study video, but in case you're too lazy to wait for it to load...)
Overwhelming! In a short time after their launch in Beijing, Burberry is now the most followed fashion brand on Weibo (China's version of Twitter). Their videos on Youku (China's Youtube) have over 5 million views. And over 665 million media impressions were earned around that one event.
CASE STUDY VIDEO: