The writers and editrixes of FMM love luxury…moreover, we love the Brits at Burberry. Today, Burberry has allocated 60% of its marketing budget to digital mediums and the brands has embarked on it’s biggest digital fragrance launch to date with Burberry Body, it’s fragrance for women in over 150 countries.
Campaign Social Media Highlights:
- Facebook: Burberry launched Body sampling two weeks ago on Facebook. Over 225,000 samples were requested in just over one week of availability. Samples are still available at http://on.fb.me/BodySample.
- Facebook Event: Burberry Facebook fans will be among the first to experience the fragrance, at the first Burberry Body event at the brand’s Knightsbridge store in London tonight.
- Foursquare: Foursquare Mayors of 21 key Burberry stores worldwide will receive a bottle of Burberry Body signed by Christopher Bailey between 1-5 September.
- Video: Directed by Christopher Bailey, the TV ad premieres today on Burberry.com and on the YouTube homepage globally in 13 markets. It reaches over 57 million impressions daily.
AD CAMPAIGN Highlights:
- The Multi-faceted multimedia campaign conveys the different attitudes of the Burberry Body. The campaign also conveys warmth and sensuality of the fragrance.
- The campaign was shot in London by photographer Mario Testino under the creative direction of Christopher Bailey.
- The campaign runs on TV stations in Asia (from September), Europe (from October) and Rest of World (from November).
BURBERRY BODY Soundtrack:
- Christopher Bailey collaborated with British band The Feeling on a bespoke soundtrack for the Burberry Body TV campaign.
- “Rosé (Unplugged at Abbey Road for Burberry Body)”, was recorded exclusively for Burberry at Abbey Road studios in London over the summer of 2011.
- Track will be released as a single with an exclusive music video and additional band content in October 2011.
Burberry Body will continue to be launched globally through dynamic innovative digital and live events and highly visible advertising and communication combining tradition and technology.