5 things in luxury this week | 29th July 2022

It’s all about fashion, fast cars, and luxury hotels in marketing news this week. Unusually for this time of year there’s no sign of ‘silly season,’ in fact quite the opposite.

Burberry is raising its ‘e-game’, readdressing the lack of female gamers in the industry, while Givenchy is raising its cuteness levels with a Disney classic. BMW and Aston Martin are waving their performance credentials in the tech world, whilst Paris Hilton gets in on the action doing what she does best… luxury travel. Let’s take a look at the most eye-catching and impressive work from the week.

1. Givenchy ‘101 Dalmatians’ Collaboration with Disney

Continuing its long-term partnership with Disney, French fashion house Givenchy has just dropped its new capsule collection, inspired by 101 Dalmatians. The luxe label has unveiled a limited edition collection of ‘pet-friendly’ items, including; bags, jewellery, shoes and of course – a leather dog leash. Naturally, the collection is black and white with a pop of pink, in keeping with the theme. This is all brought to life with a film overseen by Disney’s very own creative director, and it doesn’t hold back on nostalgia – a smart move since it unites generations of all ages, and there’s no Cruella in sight.

Client: Givenchy (LVMH)

2. Aston Martin ‘Intensity Driven’ Global Relaunch

In the continual pursuit for creating ‘deeper connections’ with customers using digital marketing methods, Aston Martin has given the brand a refresh. Say hello to the ‘Intensity Driven’ campaign – the brand’s largest investment in over a decade. Hoping to tap into a wider affluent global market, the campaign focuses around the performance and diversity of its iconic brand. Even the logo has undergone an overhaul, and we’ve got to admit it looks impressive. The move coincides with Aston Martin’s recent return to Formula 1, and the launch of its new models DBX707, V12 Vantage, and the Aston Martin Valkyrie. Giving a taste of what’s to come, check out their short video which showcases their performance related product.

Client: Aston Martin

3. Hilton ‘For the Stay’ Campaign by TBWA\Chiat\Day

It was only a matter of time before the Hilton Hotel Group enlisted the help of heiress Paris Hilton to promote the brand. The time it seems has come. The socialite and great-granddaughter of the hotel chain features in the brand’s new marketing campaign. Dubbed ‘The Stay’, it features a series of light-hearted adverts, showing the ‘realness’ around travel. This includes some of the challenges of staying in Airbnb type lodgings, as well as hotels meeting your personal requests. The narrative is underpinned by reminding you that where you stay matters. Initially launched in the US market, the campaign is set to come to the UK, Asia-Pacific and Middle East in the coming months, accompanied with a strong social presence using influencers. We’re already looking forward to Paris’ tweets.

Client: Hilton Hotels
Agency: TBWA\Chiat\Day

4. The BMW ‘Hofmeister Kink’ by Performance Art

Developed by their creative content marketing agency Performance Art, BMW is the latest motoring brand to step up their digital credentials. Hinged around their 60th anniversary of the ‘Hofmeister Kink’ – a visual design element integral to every BMW model – they are now introducing an artificial intelligence (AI) driven platform around the Kink. Developed in-house, the strategy is a blend of creative and technology strategy coming together. Now visitors to Hofmeisterkink.com can discover ‘kink-shaped’ roads that match their vehicle (or their vehicles of choice) using the latest technology. The platform allows them to log ‘kinks’ and share personal stats across social. As well as keeping the brand relevant in today’s competitive market, the car-maker says its goal is to help the world ‘rediscover’ its incredible iconic brand by utilising the latest technology. We expect the platform to appeal to those immersed in the world of motorsports and die-hard BMW fans.

Brand: BMW
Agency: Performance Art

5. Burberry Teams up with Gen.G Esports for Female Gaming

The gaming market is a lucrative one, however even though half of all gamers are women, the vast majority of senior positions in the industry are held by men. This is an opportunity that Burberry plan to tap into with their latest marketing campaign idea. This week the British fashion house announced that they are teaming up with Gen.G Esports to promote Esports culture through a four-part talk-show series. The content will be streamed bi-weekly on Burberry’s website and on their YouTube and TikTok channels, helping to drive eyeballs on their owned platforms. Presented by Emily Ghoul, the programming takes an educational spin, offering a platform to women who are under-represented in the Esports scene. As part of the campaign, Burberry will also fun the scholarship of one Gen.G Foundation student.

Client: Burberry

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