Wanted Weekender
We produced Wanted in over 40 locations around Dublin city centre in October 2007. Guiding the campaign from concept to execution as part of a pan-European re-launch of Wrangler. Our objective was to engage the marketplace in unique and novel ways making this a weekend to remember for all who took part. Our network of contacts and knowledge of the market ensured maximum impact for the client.
The weekend encompassed the links between fashion, art, music and film. Movie premieres, fashion shows, record fairs, exhibits, clubs along with live performances from the likes of Mos Def, De La Soul, Madlib and James Chance made Wanted a must see for everyone in Dublin that weekend. We tailored an extensive through the line campaign for the event and ran one of Ireland’s most innovative web and email communications strategies leading up the activity. Cafes, art spaces, cinemas, venues and streetscapes became the foundation for us to build a unique program of events that tapped into the psyche of many different types individual.
Features on numerous Radio and TV programs with the artists involved created a presence in the mainstream and a strong street presence informing what was on offer to the public. A targeted digital strategy ensured we informed the target audience and were able to quantify our reach for the client.
ChoiceCuts grassroots understanding of the marketplace helped to layer a multi-faceted project that embodied the essence of our clients objectives, keeping all associations relevant whether it was fashion, music or film. Many different artists collaborated to make this a very worthwhile effort which reintroduced our client to the marketplace with immediate kudos.
The campaign was undertaken in 12 other territories in the EU. Upon evaluation of how all campaigns fared, we were delighted to outperform our targets and generate 33% of the total awareness generated in Europe. A high ROI for VFC Europe and instant praise for Wrangler resulted in more than 800,000 people in Ireland being made aware of Wanted.
