PME Legend approached us because they wanted to go from simply one of the denim market’s brands, to one of the most recognizable denim and men’s lifestyle brands on the market. The client recognised a need to communicate more visually, especially on TV, but didn’t know how to make the right connection with the consumer.close
With Netflix, Spotify and iTunes creating a revolution in media, we wanted to create a campaign that tapped into this new way of on-demand content for our next project with PME Legend. We knew that people love to watch series, so we created an online series located on the brand’s online platform that told a beautiful story about a cargo pilot and his classic Silverbird.
By allowing people to subscribe to the series and be the first to see the online premiere of new episodes, subscribers also got the chance to win a unique hand painted leather jacket, that also featured in the mini-series. To maximise interactivity with loyal customers, Flirt even programmed the technology so that people could order the product straight out of the movie.
In addition to this, the online campaign was supported by the offline TV commercial, which encouraged people to get online and shop the entire collection.
The series was launched with a teaser trailer at the PME Legend stand at Berlin’s fashion fair. By doing something unique and offering people the chance to pre-order the new jeans online, which were shown in the trailer but not available in retail stores yet, hundreds of people took up the opportunity to be amongst the first to own the new fit of jean.