BRAND:
ELLE Vietnam x DULUX by Akzonobel
AWARD CATEGORY:
The Best Innovative Social Media Campaign
CAMPAIGN TIME RANGE:
CREDITS:
Viet Vision, Phygital Lab
CASE STUDY VIDEO
STRATEGY
The intersection of Fashion and Architecture
The campaign titled “Giao lộ Thời trang & Kiến trúc" aimed to promote Dulux Colour of the Year 2023 - Sweet EmbraceTM - from the insight that multi-disciplinary creativity can generate inspirational impact and meaningful engagement with target audiences both in real life and on social media. A series of activities that fused fashion with architecture, contemporary modernity with historical heritage, physical with digital experiences have generated massive buzz and talkability about a memorable cultural moment that stemmed from one trending color.
The challenge: Every year, Dulux by AkzoNobel with its ColourFuturesTM initiative introduces Color of the Year that depicts a trending color with 3 new color palettes to empower their customers to transform their living and working spaces. The question is: how can the discussion about a trending color exceed the common communication about its application among the usual group of industry insiders? By collaborating with ELLE Vietnam, Dulux aimed to widen its group of target audiences beyond the architect / interior design / construction community to create the biggest impact and buzz possible around its Colour of the Year 2023 - Sweet EmbraceTM. ELLE Fashion Show (EFS) since 2011 has been one of the most anticipated platforms hosted by ELLE Vietnam to celebrate Vietnam's fashion community as well as identify and promote potential young creative talents. Over the years, EFS has increased its scale, each year with a new editorial theme that sparked excitement, inspiration and motivated the participation of a new generation of fashion designers and enthusiasts.
By becoming the main sponsor of ELLE Fashion Show 2023 - Giao lộ Thời trang & Kiến trúc, Dulux by AkzoNobel Color of the Year 2023 - Sweet EmbraceTM - became the inspiring center point for all the creative ideas and execution of the campaign, from the Runway and Show icon that were designed by 2 leading architecture studios to a fashion event with nearly 1000 participants and the 10-day phygital exhibition.
ELLE Fashion Show 2023 with the partnership of Dulux by AkzoNobel has brought unprecedented experience for both fashion lovers, design and architecture community that resulted in impressive earned media value and social buzz.
INSIGHT
We believe that the powerful universal connotations of a single color can evoke enormous creative potential as well as emotional experiences if communicated in inspiring and engaging ways. Therefore Dulux Color of the Year 2024 - Sweet EmbraceTM - is not only applicable and relevant to the architecture industry but can also be transpirational to the lifestyle trends that affect many aspects in our lives - i.e. fashion, culture, entertainment…
In the context of ELLE Fashion Show 2023, the awareness about Dulux and its Colour of the Year was amplified via meaningful engagement with new audiences.
Nostalgic aesthetics have been trending on social media in general and national pride has become ever inspiring and powerful, especially to the young generation. Therefore, choosing The Independence Palace as the location for ELLE Fashion Show was a strategic decision to kickstart the project, knowing that an emotional physical and visual experience can lead to explosive sharing, posting and engagement on social media.
The whole campaign was activated around the idea of multi-disciplinary creativity, both digitally and physically, that brought together talents from different disciplines to form never-before collaborations and initiated interesting discussions around the color Sweet EmbraceTM both online and offline. Architects and interior designs were invited to present ideas for a fashion show catwalk at one the most iconic heritage buildings in Ho Chi Minh City; A fashion designer (Ngô Hoàng Kha and his brand KHAAR) was invited by Dulux to create a fashion collection inspired by the color Sweet EmbraceTM; Ngô Hoàng Kha collaborated with digital artist Hoàng Sym and Fomalia XR to create Augmented reality (AR) experience for 3 key looks; ELLE partnered with Phygital Lab - a high-tech start-up - to bring to life a phygital exhibition using Ominon technology to showcase 10 stage design proposals for ELLE Fashion Show 2023.
CREATIVE IDEA
After the press conference on Dec 7 2023, ELLE Fashion Show 2023 on Dec 21 at The Independence Palace welcomed nearly 1000 guests dressed in pink and black to witness 4 fashion collections on a runway stage designed by 2 well-known architecture firms: tho.A atelier and APDI Architecture. The curvaceous runway all covered in Dulux Color of the Year - Sweet EmbraceTM - led toward the Show icon in ellipse shape surrounding the main fountain made by metallic materials that reflected the beautiful architectural outlines of The Independence Palace. The stage designs alone immediately gathered massive posting and engagement on social media capturing the impressive “out of the box" application of a Sweet EmbraceTM at a major cultural event.
Because of the iconic significance of The Independence Palace and the meaningful idea of the partnerships, ELLE Fashion Show also welcomed many VIP guests such as diplomats from the Netherlands, French, Australian consulates, Mdm Ton Nu Thi Ninh…
The activities continued with a 10-day exhibition at De la Sol - Sun Life flagship boutique, one of the hot-spot for the youth community to showcase 10 stage designs proposed by 10 architecture firms taking inspiration from Dulux Colour of the Year - Sweet EmbraceTM - via a phygital experience. The installation at the exhibition space by tho.A atelier was also covered in the color Sweet EmbraceTM on which there’s a QR code led to a landing page with info, visuals about the 10 designs, all are registered on blockchain thanks to Ominon technology. Audiences can also trial the AR experience while interacting with 3 fashion looks by designer Ngô Hoàng Kha and digital artist Hoang Sym in collaboration with Fomalia XR studio.
From the collections at ELLE Fashion Show 2023 to the phygital exhibition experiences, thousands of people witnessed various creative interpretations of Dulux Colour of the Year - Sweet EmbraceTM - in diversifying forms of expression. All experiences were recorded, shared, and engaged on social media.
Throughout the campaign, all activities were also reported and shared on all channels of the ELLE Network, both on the websites and social media channels, via a series of creative content to inform and invite ELLE readers to participate in the events online and offline.
CONNECTION PLAN
Communication plan strategically utilized various media channels - both in-house and out-house media - to create buzz and amplify key events (Press conference - Activations before the Show - ELLE Fashion Show at The Independence - Exhibition at De la Sol Sun Life flagship) and reach different groups of target audiences.
All ELLE channels including 3 media titles ELLE, ELLEMAN, ELLE DECORATION (website, Facebook, Instagram, TikTok, Youtube, Zalo, Email Marketing…) continuously updated latest information about all activities that resulted in 334,000,000 impression and 27 BIL VND in media value.
Nearly 1000 guests attended ELLE Fashion Show including VIPs, celebrities, KOLs and influencers, fashion and architecture design experts / insiders - generated 450 social posts, equalling ~20 BIL VND in earned media value.
Traditional media channels communicated and promoted the program and the partnership between Dulux by Akzonobel and ELLE Vietnam. Nearly 300 articles from out-house media were written about the campaign, equalling ~3,5 BIL VND in earned media value.
ELLE Fashion Show 2023 was live streamed on 8 digital channels including 4 ELLE owned channels and 4 channels from media partner VCCorp (including Kenh14 and HousenHome).
The 10-day exhibition titled “Giao lộ Thời trang và Kiến trúc” at Sun Life flagship store attracted xxx people in attendance.
OBJECTIVE-BASE KPI
OUT-HOUSE MEDIA CHANNELS
- 300 online articles - 2,6 BIL VND in earned media value)
CELEBRITIES & KOL SOCIAL MEDIA POST
- 240 posts from celebrities including social stories (7,3 BIL VND in media value)
- 187 posts from guests, models, influencers including social stories (9,3 BIL VND in media value)
ELLE OWNED MEDIA CHANNELS: ELLE, ELLEMAN, ELLE DECORATION
(including: Website, Facebook, IG, TikTok, Zalo, Email marketing, digital ads)
- 334mil impression - 27 BIL VND in media value
