Ted Baker together with Guy Ritchie created Mission Impeccable, a film-noir world of espionage to launch its Autumn / Winter 16 collection. Poke brought it to life in social media and on the street.
Ted Baker is one of the fastest-growing global lifestyle brands, HQ’d in the UK (otherwise known as Tedquarters!). Every Ted collection is launched with a distinctive concept and disruptive marketing approach, which has attracted a loyal and sophisticated following on all social channels.
For the launch of their AW16 collection, Ted partnered with legendary director Guy Ritchie to produce a film centred on a quintessential figure of British fiction, the stylish and elusive spy. Mission Impeccable, the film, was to premiere online and Ted reached out to Poke to develop the social seeding campaign and retail activation, to enhance and build on the concept.
We understood that a phased deployment of the campaign would pose a number of challenges. We needed to make sure that the overarching idea carried across all media (online, film and in store) but also that it engaged Ted’s sophisticated online followers.
With the launch film depicting the struggle of Agents Weaver, Lacey, Silk and Draper to rescue the precious collection fabrics taken by evil-doer the Needle, we built an overarching concept which transformed Ted’s entire audience into a group of spies fighting alongside T.E.D.’s four Agents to track down and rescue Ted’s AW16 collection.
Our creative idea was to be activated both on Ted’s social channels and in store, with interactive and immersive experiences for Ted’s customers and fans alike.
Before the launch film was released, we reached out to Ted’s online communities and engaged them in an online quest.
One week before the launch film was to be released, the Ted Baker Instagram account was “breached” by the Needle who started releasing clues as to Ted’s upcoming collection. Followers of the account were invited to decrypt the clues and win prizes. The clues built up to a final reveal that allowed those with the full story to enter a prize draw for a 1000 GBP shopping spree.
As the film launched we released the next stage of the campaign in store, partnering with Google Zoo to create huge interactive window displays that delivered a noteworthy experience that riffed off the spy concept.
Nothing says ‘spy’ like using a secret code phrase to identify yourself so we used Google voice-search technology to bring the AW16 film into the real world, giving customers the chance to gain access to exclusive deals and content by speaking unique code phrases to identify themselves as Agents of T.E.D. Passers-by walking in front of participating Ted stores were invited to voice search a specific phrase and access a secret mobile website to win prizes or exclusive reveals of the collection launch film.
To ensure that the system could not be “breached” all phrases were geo and chrono-fenced to individual stores and within store opening times.
The campaign successfully engaged Ted’s online followers and store visitors with the concept of the campaign. Our Instagram activation raked in over 20k likes and more than 3000 entries in over a week. Our window displays generated ±20k interactions, with 50% of those resulting in a prize redemption. The campaign activations drove over 85,000 video views of the launch film in the first weeks of the campaign.
Finally, the campaign enticed specialist and mainstream media alike, with over 50 articles written following the launch.