Premium Insight January 2014
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PREMIUMJanuary 2014
INSIGHT
PREMIUM INSIGHT
PREMIUMINSIGHT January 2014
SAME SAME but differentFounded in 2009, SAME SAME but different is the strategic and creative digital agency of luxury and major brands: Digital operations and website design / e-influence campaigns / Mobile solutions / Digital In store / Consulting & training for leaders.
SAME SAME but different works world-widely with offices in Paris, Shanghai, Hong Kong and New York.
PREMIUM INSIGHTPremium Insight is an overview of the digital activity of premium brands and luxurious “Maisons” focusing on the most innovative strategies in terms of display, e-commerce, social media, mobile and O2O...
This issue is composed of:
• A review of the main digital news• A closer look to the jewelry and watchmaking sector• A study of a case• A focus on a trend• An analysis of a Chinese topic
January 2014
PREMIUMINSIGHT
AGENDA
I. DIGITAL NEWSII. JEWELRY AND WATCHMAKING RADARIII. CASE: E-MAGAZINESIII. FOCUS: ART COLLABORATIONS
BEYOND THE GREAT WALL: OVERSEAS SHOPPING SPREES
DIGITAL NEWS
January 2014
PREMIUMINSIGHT
NEWS RADAR CASE FOCUS
DIORIntroducing Dior Instagram
Dior finally launched its Instagram account in November. The Maison created four hashtags, called “inspirations”, to organize the content on the platform:#DIORLIVE : latest news about the Maison, runway shows, exhibitions#DIORBTS: behind the scenes of the Maison and its know-how#DIORBY: the Maison’s collaborations#DIORTIPS: the Maison’s advice
Our opinion: Dior is one of the last luxury brands to open an Instagram account. Ordering the platform with four categories is original, a good and meaningful way to organize the content.
January 2014
PREMIUMINSIGHT
NEWS RADAR CASE FOCUS
JEAN PAUL GAULTIER A Hotte Christmas by Jean Paul Gaultier
After last year’s “Le Noël des enfants pas sages”, Jean Paul Gaultier comes back with “Hotte spot”, a digital animation for Christmas. Why “Hotte spot”? Because, Hotte is the French saying for Santa’s sack meaning that Jean Paul Gaultier, will offer a “Hotte” full of presents to its users.Because of the sensuality of the movie On The Docks, released on October 14th and used for this interactive video. Finally, because viewers will have to chase the hot spots in the video to win the presents hidden behind them.
Our opinion: Another proof that interactive videos are becoming the big deal. The video is available only on the website despite the fact that Youtube is the player. Seems strange…
> The video
January 2014
PREMIUMINSIGHT
NEWS RADAR CASE FOCUS
HERMÈSWhat’s in the box today?
For the holidays, Hermès launched “Hermès on ice”, an Advent calendar starring the Maison’s famous orange boxes. Discover each day a new animation followed by the reveal of a gift suggestion. A fun and well animated calendar that brings a little more magic to Christmas.
Our opinion: Among the multitude of luxury brands Advent calendars (Dior, Tiffany & Co., Louis Vuitton), Hermès’ creativity, freshness and humor stand out.
> The calendar
January 2014
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NEWS RADAR CASE FOCUS
LOUIS VUITTON Louis Vuitton time travels
For the release of its new iPhone and iPad cases, Louis Vuitton revisited the famous arcade game Block Breaker via an interactive animation. Choose your gaming level in function of the cases, the iPhone 5 for easy, the iPad Mini for normal and the iPad for hard. The Maison also published a video with other retro games like Tetris, Space Invaders and Asteroids.
Our opinion: This campaign brings back childhood memories and users can spread the nostalgia on social media by sharing their scores on Facebook, Twitter and Pinterest.
> The video and the game
January 2014
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NEWS RADAR CASE FOCUS
AKQAStargazing wishes
To celebrate the New Year, the agency AKQA, specialized in innovation and digital services, offered a poetic holiday greetings up in the sky. And to make the experience even more magical, the music was composed by Robert Del Naka, also know as 3D, member of famous Massive Attack. What is the concept? Once you have written and sent your wishes, the receiver will have to find them in the stars by holding up his device (iPhone or iPad).
Our opinion: And the prize for 2014 best wishes goes to the agency AKQA that managed to create a wonderful experience without having to go through an application.
> The website> The video
JEWELRY AND WATCHMAKING RADAR
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
PIAGETTime to celebrate!
For Christmas, Piaget created an interactive video highlighting emblematic pieces of the Maison’s collection. In the video, the user is invited to click on the creations and learn more. The interactive video is customizable through a dedicated website. Fill out the form, watch the preview and send it to whomever by e-mail, Facebook, Pinterest and Google+.The Maison also collaborated with the magazine IW and offered an interactive shopping experience that unveils the Piaget Christmas Selection.
> The shopping experience> The interactive video
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
TIFFANY & CO.Tiffany & Co Ho ho!
For the holidays, Tiffany & Co. created an Advent calendar, “Merry Countdown”, a Facebook application that offers a selection of gift ideas from the Maison’s collections.Tiffany & Co. also introduced The Tiffany Christmas Carriage that wondered along the streets of Paris and London. Pictures of the carriage were posted on the Maison’s social media accounts, the #tiffanychristmas hashtag was created and a Tiffany Holiday board was published on Pinterest.
> The Facebook album
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
CARTIERMy kingdom for a Cartier
For its exhibition, « Le style et l’histoire » at Le Grand Palais in Paris, Cartier created an application, “Joaillier des rois”. Discover the Maison’s history, its emblematic pieces and the figures who wore them such as Marie Bonaparte, The Duchess of Windsor or Elizabeth Taylor.The application offers a detail of 6 important periods in Cartier’s history illustrated by archive documents, 14 iconic figures, and 41 high definition pictures of emblematic creations among 81 illustrations.The iPad application is available for purchase on the Apple store for 3,59 euros.
> The video > The application
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
HARRY WINSTON12 Days of diamond
Starting on the 13th of December, Harry Winston offered a Christmas countdown to the Midnight strike on a dedicated page of its website, presenting 12 diamond pieces. Every day, the Maison posted these creations on their different social media accounts like Facebook, Twitter and Instagram.
> The website
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
CHOPARDAn enchanting holiday season
For Christmas, Chopard created a tab on Facebook allowing its fans to browse among a special Christmas selection for him and for her.
20 years of Happy Sport watches
The Maison is celebrating 20 years of its famous watch, Happy Sport. For the occasion, Chopard created a dedicated space on its website enabling their fans to discover each timepiece with a photographic timeline.
> The website
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
BOUCHERONTo celebrate 2014, Boucheron published a video on its different social media accounts – Facebook, Instagram, Twitter, Youtube – wishing fans a “dazzling New Year”. Available in French and in English, the video illustrates the Maison’s boutique, at Place Vendôme, “an address of exception since 1893”.
> The video > Facebook
BVLGARIFor the holidays, Bvlgari celebrated the Maison’s Serpenti collection, referring to the end of 2013, the Chinese year of the snake.
JAEGER LECOULTREOn the other hand Jaeger Lecoultre celebrated the New Year with a “Season’s greetings” visual.
CASE: E-magazines
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NEWS RADAR CASE FOCUS
E-MAGAZINES
Luxury brands have much to offer in terms of content. History, know-how, news, events are spread out, strategically, on many different platforms, either on Twitter, Facebook, Pinterest, Instagram or Google + and Tumblr. What seemed to be missing, was a recurring digital meeting. Therefore, some luxury brands decided to create magazines which would diffuse all of the Maisons’ content, on an homogeneous and aesthetic space.
Dior and Cartier each have developed their own e-magazine.
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NEWS RADAR CASE FOCUS
CARTIER Rouge Cartier
• A monthly magazine• Organized in four or five main subjects• A limited offer in terms of social media
Types of content: • Text• Images• Videos
Themes:• Inspirations• Creations• Know-how• Behind the scenes• Exclusive content
> The magazine
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
DIOR Dior Magazine
• Publication of one article at a time• Almost daily• Launched in August 2011• Sharing functions on Facebook and Twitter
Types of Content:• Images • Text• Videos
Themes:• Fashion shows behind the scene• History of the Maison• Anecdotes• Archives• Illustrations• Exclusive news
> The magazine
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
VAN CLEEF & ARPELSFlipboard
On the 5th of December, Van Cleef & Arpels became the first luxury brand on Flipboard.Their magazine, A Quest for Beauty, gathers the Maison’s different types of content.
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
VAN CLEEF & ARPELSA Quest for Beauty
An organized magazine:• 4 main themes• Visual pages (mosaic of pictures)
Type of content: • Facebook• Twitter• Instagram• Pinterest• Google +• Websites• Tumblr• Blogs• Flipboard articles
Themes:• History• Know-how• Behind the scenes• News• Creations• Exhibitions
> The application
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NEWS RADAR CASE FOCUS
OUR OPINION
Digital magazines allow brands to maintain a strong relationship with their aficionados and create special occasions to get them together around the Maisons’ main topics.
Where self generated magazines have the advantage of the control over the look and feel, Flipboard’s added value stands in the massive use of the platform – 85 million users. Readers’ habits are maintained, they get to create their
own magazines from their tastes and interests by adding content (from Facebook, Twitter, Pinterest, Instagram, Google+, any rss feed) either on the desktop editor or directly from their phone or tablet.
They can also flip through the magazines of their favorite brands or media. And, for brands, no need to create more content, since the platform gathers, in an efficient and simple way, their
entire digital ecosystems.
FOCUS: Art collaborations
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
LUXURY BRANDS AND ART COLLABORATIONS
The line between art and luxury has always been blurry. Both are subjective, give importance to aesthetics, have a high symbolic value.
All luxury brands use artistic fields as architecture, painting and music from every historical period - primitive, classical, modern and contemporary art.
What seems interesting to focus on, is how these brands have managed to link their art collaborations to the digital field.
The idea, with digital, is to enhance the experiences, focus on innovation and offer more and more visual awe. Digital generates great results in terms of sharing and reaching – that is, if brands fully take advantage of social
media.
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
BOUCHERONThe « B Moments »
Boucheron celebrated its 120 years at Place Vendôme with a dedicated page on the website representing the boutique in paper artwork illuminated by beautiful plays of light and shadow. This operation was a collaboration between the Maison and the New-York artist, Jo Lynn, an expert in the paper art field.
Our opinion: The Maison Boucheron has managed to associate digital modernity with the beauty and simplicity of paper art. The experience suits perfectly the website’s ergonomics.
> The teaser
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
DIESELDiesel Reboot
On the 14th of October, the Diesel exhibition at the Galeries Lafayette Haussmann opened its doors in Paris. A collaboration between Renzo Rosso, the brands founder, Nicola Fornichetti, Art director and the famous Parisian mall. Five starring artists were selected on a dedicated Tumblr, #DieselReboot.
Our opinion: We like how this art collaboration was crowed-sourced, using digital tools as Tumblr and a hashtag.
> Tumblr
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
RALPH LAUREN«Wake me up»
In July 2013, Ralph Lauren and the Swedish DJ Avicii, co-produced a music video for the song “Wake me up”. It starred the cast of the brand’s Denim & Supply ad. This collaboration was very successful and viewed 221 million times on Youtube making it the brand’s most effective digital campaign ever.
Our opinion: This operation demonstrates once more that collaborating with artists can lead to great results and particularly with musicians that have a higher reach.
> The video
PREMIUMINSIGHT January 2014
NEWS RADAR CASE FOCUS
ABSOLUT VODKAAbsolut and Co.
Absolut Vodka is well known for its many collaborations with the artistic field. On the dedicated page of the brand’s website, the artists are put in the limelight in a very modern, tech-savy and fashionable way. Discover via gifs, cinemagraphs and videos, the work and philosophy of a sculptural couturier, an artist, director and musician, a digital media artist and a graphic novel creator.
Our opinion: Absolut Vodka has been fond of art collaborations for a while now. This operation offers qualitative content that we would have enjoyed seeing on Tumblr. Too bad the brand didn’t expand the project to this platform that generates higher traffic.
> The website
BEYOND THE GREAT WALL: Overseas shopping sprees
PREMIUMJanuary 2014
INSIGHT
PREMIUMINSIGHT
BEYOND THE GREAT WALL
January 2014
OVERSEAS SHOPPING SPREES
• #1 tourist population – 97 million Chinese traveled abroad in 2013
• #1 tourist spenders - 102 billion dollars in 2012• #1 luxury spenders worldwide• 60% luxury goods bought outside mainland China• A majority of individual tourists – 75% between 25 and 44
years old• 91% of Chinese travelers use social media during their
trips
PREMIUMJanuary 2014
INSIGHT
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BEYOND THE GREAT WALL
January 2014
OVERSEAS SHOPPING SPREES
Why spend more outside of the mainland?
• Because Chinese people are not satisfied with their local services
• Because they want to avoid fake goods • Because they seek unique and rare products• Because they give importance to brands’ original
boutiques • Because they enjoy purchasing local goods• Because luxury pieces are highly taxed in China which
makes the overseas products cheaper
PREMIUMJanuary 2014
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BEYOND THE GREAT WALL
January 2014
OVERSEAS SHOPPING SPREES
Another interesting fact to take into account is that Chinese people are traveling more and more alone. This growth can be explained by two major factors:• A new Tourism Law was passed increasing the prices of
group tours. • Chinese people have become more comfortable traveling
alone since they are always connected thanks to social media.
This allows them to cross the language barrier and visit freely.It’s a great opportunity for luxury brands that can demonstrate and target their services.Since Wechat gathers 600 million Chinese users, and is massively used on a daily basis, this application seems to be the most powerful tool to build strong relationships with them.
© SAME SAME but different
The next study will be available in February 2014
samesameparis.comsamesamechina.com
samesamehk.comsamesameusa.com
Michel Campan - [email protected] Yang - [email protected]
Julien Gaubert-Molina - [email protected] Duran Campana - [email protected]
