This is truly an entertaining and engaging concept designed by Ogilvy for Allen Solly’s newest range of men’s shirts ‘Hot Friday’ assortment . According to Ogilvy, it was the ‘First-ever Tweeple Operated Collection Launch’ done in the Indian city of Bangalore lately.
In the promotion, Tweeple Operated billboard with 52 shirts from the brand’s Autumn-Winter 2012 selection was mounted in a retail center. The mechanism used in the campaign was in fact an innovative one. At the back of every pack of shirts, a solenoid was connected which was hooked up to a computer. As fans tweeted # Rainingsolly, the solenoid would push a shirt out. While people standing nearby interacted with the billboard with their phones by tweeting, whoever tweeted the very moment a shirt was pushed out got it free.
Well, this innovative work has enabled to engage the audience and succeeded in connecting with the brand.
Have a look at this creative work done by Ogilvy.