Ted Baker claims fashion first with Google collaboration on 'Mission impeccable'
Ted Baker is set to unveil its "Mission impeccable" multi-channel campaign, and is claiming a fashion first with an interactive window collaboration with Google. The campaign is primarily digital and centres on a spy-themed online film called "Mission impeccable". The three-minute spot portrays the brand as an MI5-style spy headquarters, sending out agents to track down a fashion villain called The Needle. Along with the story, the film showcases new products from Ted Baker's autumn/winter 2016 collection.
The film launches later today on Ted Baker’s site, Selfridges.com, Nordstrom.com and YouTube, and has been preceded by an 11-day social campaign. It credits Guy Ritchie as executive producer through Crowns & Owls, and was created by Ted Baker’s in-house team. The brand has collaborated with Poke and a number of tech partners to extend the campaign beyond online video, incorporating shoppable video, interactive store windows and innovative social media. Ted Baker has partnered Google’s in-house creative agency, Zoo, to bring the "Mission impeccable" execution to its store windows.
It is claiming to be the first fashion application of Google voice search. Consumers who go up to Ted Baker’s interactive store displays will see a code to speak into their phone.
The code is limited to the local area, and speaking it into the Google app will bring up a campaign page showing prizes and offers that the user can claim in-store. Ted Baker does not advertise on TV, and for brand director Craig Smith, it was key to make the best use of the brand’s investment in the online film. Prior to "Mission impeccable", the brand tended to focus on still imagery for its campaigns but, at the behest of founder Ray Kelvin, it is moving more towards film.
http://www.campaignlive.co.uk/article/ted-baker-claims-fashion-first-google-collaboration-mission-impeccable/1407918
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