Working with The Glue Society, Google and Revolver, The Iconic has become one of the first ANZ brands to leverage new YouTube technology, which allows featured outfits in an ad to be instantly shopped.
To introduce the feature, the leading online fashion, sports and lifestyle retailer has launched a new campaign that marks the early adoption of a YouTube ad extension that enables viewers to directly shop key new looks from The Iconic Sport range by interacting with the ad.
Created specifically for YouTube, the ‘Hit The Blue Button’ campaign combines several unique Google products, including TrueView for Action, to allow viewers to instantly purchase featured outfits by simply clicking the ‘blue button’.
Showcasing sport ranges available on The Iconic, the four ad variations feature a weightlifter, runner, yogi, and swimmer.
Aimed at building suspense and driving engagement, each video spotlights the various athletes performing their sport of choice under duress, encouraging the viewer to click and shop the outfit to instantly relieve them from the strain of their activity.
The Iconic’s chief marketing officer, Alexander Meyer, said: “For us at The Iconic, people are at the heart of everything we do and we’re always looking for new and meaningful ways to connect with our customers.
“We have the most comprehensive assortment of sport apparel and footwear in ANZ, and we wanted to find an innovative way for our customers to engage and shop sport with us in an Iconic way. Our ‘Hit The Blue Button’ campaign was created to do just that; not only is it a unique way to drive awareness for The Iconic as a premiere ANZ destination for sport, but it gives us the opportunity to try completely new ad formats.
“We’re excited to be an early adopter of new YouTube technology, and we can’t wait to see how our audience responds to this engaging, original and playful creative.”
Google’s creative development lead, Vix Berhinussen, said: “This campaign is a brilliant example of made-for-platform creative that really drives user engagement and is the result of working with a team specifically assembled to rise to the challenge and take advantage of the opportunity.
“Namely, The Iconic, The Glue Society and Revolver.”
The Glue Society’s creative director, Ben Sampson, said: “It’s been fun to connect the inspiration of a new creative format to an ambitious brand launch—and challenge ourselves to do something fresh, fun and demanding of attention.”
The news comes after Google’s parent-company, Alphabet, posted its Q4 2020 results, which revealed a 23 per cent increase in revenues to US$56.9bn compared with US$46.1bn in the corresponding period for FY19.
This was buoyed largely by strong performance from both Google and YouTube’s ad business performance, which lifted 22 per cent in Q4 to US$46.2bn.
The Hit The Blue Button campaign is now live on YouTube.
Credits for the campaign are as follows:
Brand: The Iconic
Media: Google/YouTube
Concept/direction: The Glue Society
Editing/post-production: The Glue Society Studios
Production: Revolver, Sydney
