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Hugo Boss's Befit Campaign: An IoT Case Study
Applicable Functions
- Sales & Marketing
The Challenge
Hugo Boss, a renowned luxury fashion brand, was faced with the challenge of launching their Befit campaign in Singapore. The brand wanted to communicate the concept of sacrifice as the new language of luxury, a message that needed to resonate with the Singaporean audience. The challenge was to create a campaign that would not only promote the brand but also connect with the audience on a deeper, emotional level. The campaign needed to be innovative and impactful, capable of capturing the attention of the audience across various platforms including digital, social, cinema, and out-of-home (OOH).
About The Customer
The customer in this case study is Hugo Boss, a globally recognized luxury fashion brand. Known for its modern and sophisticated style, Hugo Boss offers a comprehensive range of high-quality clothing, accessories, footwear, and fragrances. The brand caters to an upscale, fashion-conscious audience who appreciates luxury and quality. With its strong brand presence and reputation for excellence, Hugo Boss continues to be a leader in the luxury fashion industry. For the Befit campaign, Hugo Boss wanted to communicate a deeper message about the sacrifices that come with success, aiming to connect with their audience on an emotional level.
The Solution
To address this challenge, Hugo Boss decided to create a brand film that explored the themes of sacrifice and strength, and how these lead to success. The film starred Singapore's first Olympic gold medalist, Joseph Schooling, a figure who embodies these themes. The world sees him as a champion, but Hugo Boss wanted to highlight his struggles and the sacrifices he made to achieve his success. The campaign was launched across digital, social, cinema, and OOH platforms. It premiered exclusively as the closing act to the Hugo Boss Autumn/Winter Runway Show at Marina Bay Sands, where Joseph Schooling made his modelling debut.
Operational Impact
