Case Study: #MYCALVINS 7 Countries in One Day
DOOH allows simultaneous worldwide campaign launches that deliver rapid cover build and global broadcast impact that makes OOH a leading competitor in the digital media arena. Discover the latest Calvin Klein global case study demonstrating how a successful, centralised 7-country execution is made.
Campaign Story: The Goal
The latest Calvin Klein Spring 2018 campaign #MYCALVINS, speaks of unity and togetherness. The campaign so far showcased a successful series of striking visual executions such as ‘Our Crew’, featuring hip hop collective A$AP Mob and ‘Our Music’, starring Solange. The latest instalment was ‘Our Family’ – a bold campaign fittingly fronted by the Kardashian-Jenner family. The campaign ran across online and Digital Out-of-Home (DOOH) channels encouraging consumers to share what family means to them.
Strategic Placement: International Networks
The simple yet striking and instantly recognisable creative was perfect for DOOH while staying tightly in-line with other digital channels.
The campaign was strategically placed on DOOH airport networks that reinforced the prestige brand image among the premium international audience. Supplementary digital street furniture networks added rapid cover build among urbanites across fashion capitals of the world including New York, Milan and London.
Record Execution: One-day rollout
In one working day, JCDecaux brought the campaign to 11 cities in 7 different countries to over 800 screens: USA, UK, Germany, Spain, Italy, France and the Netherlands.
The entire campaign was coordinated centrally, from briefing through to booking and to execution, via JCDecaux OneWorld – the Group’s International Campaign Management division.
JCDecaux continues to invest in advanced DOOH inventory around the globe to offer unprecedented flexibility for advertisers. These networks allow management of creatives and ad delivery while maintaining parallel lead times necessary for executions in today’s digital media landscape.
The initiative to manage the campaign centrally together with the effective collaboration between Calvin Klein, JCDecaux OneWorld and local teams made the #MYCALVINS OOH campaign a benchmark for effective OOH executions.
