Seymourpowell Interaction Designer, Lee Carroll, was recently impressed by part of clothing brand ONLY’s new marketing campaign for their summer collection – an interactive video with a compelling story, hidden games, integrated purchasing by pausing the video and examining the actors’ clothing, a great sound track designed to be seamless and finally, a downloadable roundup of your journey.
Watch the video HERE or click the image above.
‘The Liberation’ is the story of three rebellious girls on a road trip in middle America out to cause some (relatively) harmless havoc, and in the process they ‘liberate’ an innocent local girl. We are able to control the story, make decisions and, after pausing the movie by selecting any item of clothing, we can purchase it from the ONLY ‘High Summer collection’ directly from the online store.
When pausing the movie, the track Let Go by Lune, has been designed to seamlesley loop. The audio looping and syncing is so well crafted that the band, Lune, playing the gig in the final act, remain in sync for the climax of the headline track we have heard being played throughout the video.
Niklas Sonderskov Andersen, Head of Marketing at ONLY says, “With this movie, we want to push ONLY much closer to our consumers – all the cool girls out there who know as much about fashion and trends as anyone. We really want to let them in on the process, deciding what ONLY is all about. With this movie, they get to make decisions and thereby make a bold statement about fashion.”
At Seymourpowell we’ve seen the rise of interactive video as a key trend. Pioneering concepts like http://thewildernessdowntown.com have been particularly popular – but it is the production value of this example from ONLY, attention to detail and the strong connection it forges between the brand and consumer that make this a really emotional and engaging piece and, ultimately, an incredibly powerful tool for the brand, one which we expect to see more companies producing in the very near future.
We look forward to seeing where this technology takes us next.
For more information contact the Seymourpowell PR Team.