Ted Baker Claims a Fashion First With Google Collaboration

Ted Baker, the British luxury fashion label, has unveiled their latest marketing campaign and it’s brilliant. Dubbed “Mission Impeccable”, the multi-channel campaign features a classy video, excellent social media marketing and a first for the fashion industry as they’ve teamed up with Google to create brilliant interactive windows at their stores.

The campaign was designed so that it’s primarily digital and it all centres around a brilliant spy theme with a three-minute movie that lists Guy Ritchie as the executive producer.

The video, also called Mission Impeccable, see’s Ted Baker as being a spy headquarters (in the style of MI5). From this headquarters, the have a team of spies (also known as ‘models’) who locate and track down a fashion villain called The Needle.

In true James Bond style, the spies are all sharply dressed because they’re wearing Ted Burton’s 2016 autumn / winter collection.

The film, which was launched yesterday, is available for viewing on Ted Burton’s website and it’s also on specific retailers such as Selfridges.com, Nordstrom.com, and you can also view it on YouTube. The video is also supported by a social media campaign which is set to run for 11 days.

The brand (who sell an exception range of printed t shirts) have also collaborated with tech partners, Poke, and various others with the idea of extending their campaign far beyond that of the movie. The campaign boasts some excellent shoppable videos, cool interactive store windows, and a brilliant spy-themed social media campaign.

Let’s start by talking about the:

Interactive Store Windows:

As part of the campaign, Ted Burton has created some amazing interactive windows (the glass ones) in their retail stores. To help make this a reality they teamed up with Zoo – Google’s own in-house creativity agency. The aim is to bring the Mission Impeccable idea directly to their store windows.

The interactive windows are also the first fashion application which is designed to utilise Google’s voice search application.

The idea is fairly simple, consumers walk up to a Ted Baker store and then go to the window, the window then displays a unique code. The consumer then speaks this code directly into the Google app and then they’re presented with a campaign page which shows off various prizes and offers that can be won and claimed while you’re inside the store.

‘Hacking’ Social Media Campaign:

In the social media campaign, Ted Baker continues with the pretence of providing their followers with information leaks about spy agents. The idea is that their social media accounts (Instagram and Facebook) have both been ‘hacked’ by the notorious villain – The Needle. The idea behind this is to whet the consumer’s appetite and build an interest for the film and, ultimate, their autumn / winter clothing collection.

The main social media channel for the campaign is Instagram. On this channel, they’re using the hacker theme by posing that their account has been hacked by Voile who then posts “clues” on the account for the brand’s followers to solve. When you solve the clues, you then stand a chance of winning clothing that is featured in their latest clothing collection.

One of their posts featured an image of Ted Baker ‘agents’ with GPS coordinates of their locations. To win enter the competition all you had to do was simply enter the GPS coordinates into Google Maps and find the correct street name.

Moving On To Film:

If you’re a fan of Ted Baker, you’re probably already aware that they don’t advertise on television. Instead, all of their original campaigns are largely focused around still imagery. However, at the instructions of their founder, Ray Kelvin, they decided to move towards film. This means that Craig Smith, the brand director, had to make it his priority to make best use of the brand’s investment when it came to creating their “Mission Impeccable” movie.

In a recent interview, Craig said:

“It’s a nice vehicle to tell stories. We are ramping up moving image in our campaign and it’s then about not being digital-first, but making digital of prime importance. 

“We made a commitment to move film up the priority ladder”

The film also ultilises Wirewax technology which allows customers to shop directly through the movie anywhere – excluding on YouTube.

Smith also went on to note that the brand has directed their retail partners to religiously maintain the consistency of the campaign and to ensure that they always use the assets and images to maintain the integrity of the video and of the campaign.

Nike Roope, the executive creative director at Poke, also added that the new campaign pushed the focus onto a brand-led story across all of Ted Baker’s channels:

“The brand has been built on the product and on the retail experience fundamentally.

“Most clients are in a habit of constructing things through advertising, but Ted is the opposite. It’s a brand that looks at everything through telling stories.”

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