OBJECTIVES
 
Design and implement an online campaign geared at opinion leaders and early adopters (hype, affluent, sophisticated individuals), to :

- Generate conversations (as measured by online and offline PR)
- Trigger accounts openings and deposits

 
We put together a viral/buzz campaign echoing the bank's communication territory: fashion, whilst pushing the envelope. They put to work an up-and-coming French fashion designer (Pascal Humbert, whose previous collections raised eyebrows) to create an exclusive clothing collection called 80K+, tailored to answer the specific needs of the really affluent individuals (those who make more than 80K a year)....
 
THE COLLECTION
 
     
 
PRESS RELEASE
 
Download the Press Realeased
 
 
CAMPAIGN IMPLEMENTATION
 

A 3 minutes viral, offbeat and provocative mokumentary, featuring Olivier Zahm, international fashion authority, trendsetter, founder of the very exclusive Purple magazine and Pascal Humbert, is seeded to online influencers. Offline PR kicks in as well.

Keyword, banners and video banners campaigns are launched after 3 weeks to create traffic on a dedicated website www.80Kplus.com. Website acts as a strong invitation to climb the social ladder, through rather radical and outlandish statements and call to actions.

All these elements are directing users towards the dedicated website.
 
THE WEBSITE
 
You can see it here : http://www.80kplus.com
 
The website is organized in 3 parts :

- GET DRESSED
- GET RICHER (with the call to action for the investment product)
- GO WILD
 
   
 
THE FILM
 
 
BANNERS
 











  Translation :

If you don't earn more than 80K€,
don't click here





 
CAMPAIGN RESULTS
 

Online buzz goes up quickly, is amplified by offline buzz in the hyppest magazines within a week (Les Inrocks, in particular), then picked by heavyweights Elle and Le Figaro.
 
Blog examples
 
         
 
Press examples