Adaily Inspiration Week #32: Product exclusivity
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For this week we chose campaigns celebrating a win. Below you can find our 5 picks, straight from adaily.co » HERE «
Our pick of top5 campaigns:
Bottega Veneta’s “Bottega for Bottegas” shifted the spotlight from their own products to support small artisanal shops worldwide, emphasizing craftsmanship during the holiday season.
Coca-Cola’s “Video Vinyl” brought a fresh twist to the vinyl experience by transforming traditional records into multi-sensory, collectible pieces through the Zoetrope technique, captivating Gen Z music fans.
Air Jordan’s “XXXV Unveil” reimagined the excitement of sneaker launches in a digital format, using VIP briefings, 3D previews, and augmented reality to recreate the buzz typically found in physical storefronts.
Beymen’s “Golden Opulence” honored Turkish cultural heritage by collaborating with top luxury brands to create an exhibition that positioned Turkish fashion as a global influencer.
Chevrolet’s “Putting the World on Notice” campaign for the Corvette Z06 utilized pre-reveal content and influencer activations to build anticipation and position the vehicle as a symbol of luxury and power.
1. “Bottega for Bottegas” - Bottega Veneta
Bottega Veneta did a Holiday campaign promoting small bottegas, highlighting their craftsmanship over their own products.
LePub Milan • 2023 • Clothing • Italy • Global
Challenge
The challenge of this campaign was for Bottega Veneta to find a way to stand out during the holiday season without following the traditional approach of promoting their own products. Instead, the brand needed to shift the focus to supporting and championing artisanal talent by highlighting the products of small bottegas around the world. This required a strategic shift in communication to emphasize the concept that excellence and craftsmanship can be found in multiple bottegas, not just their own.
Target Group
The target group of this campaign was consumers of luxury and high-end fashion products, particularly those who appreciate craftsmanship and artisanal talent. The campaign aimed to raise awareness and support for small bottegas worldwide, highlighting the excellence and unique offerings available in these boutique stores.
Idea
The main idea of the campaign was for luxury brand Bottega Veneta to support and champion artisanal talent across the world by shifting the spotlight from their own products to products from small independent boutiques, known as bottegas, to help them during the holiday season. Through this initiative, Bottega Veneta aimed to highlight the excellence in craftsmanship and luxury found in these small bottegas globally.
Results
The campaign led to a 94% increase in brand visibility, a 165% surge in site visits, and a 79% growth in sales. Additionally, an accompanying film shown in Bottega Veneta stores reached and influenced 40% of Bottega Veneta's audience. These impactful results were not only beneficial for Bottega Veneta but also positively impacted the small bottegas that were supported through the initiative.
Links
2. “Video Vinyl” - Coca-Cola
Coke Studio did a campaign using Video Vinyl, transforming traditional vinyl records into multi-sensory experiences.
Ogilvy Singapore • 2024 • Carbonated drink • Philippines • SEA
Challenge
The challenge of the campaign was twofold: 1) After 7 years of Coke Studio in the Philippines following the same format of bringing artists together to create music, there was a need to find a fresher way to excite fans about another upcoming season of music collaborations. 2) The campaign needed to find a way to create a stronger bond between fans and Coke Studio, especially considering the changing landscape of music consumption and collaboration culture among Gen Z.
Target Group
The target group of the Video Vinyl campaign by Coke Studio was Gen Z music fans. The campaign aimed to connect with this demographic who are always looking for new ways to experience music and have a penchant for nostalgia, with a particular interest in vinyl records as a form of art and music consumption.
Idea
The main idea of the campaign was to transform the traditional vinyl record into a multi-sensorial audio-visual experience by incorporating the Zoetrope technique, creating Video Vinyls that bring the artwork to life when spun. This innovative approach aimed to strengthen the connection between Coke Studio and its fan base, offering a unique and engaging way for music lovers to experience their favorite tracks. The campaign sought to bring a fresh perspective to music collaborations and elevate the existing catalog of Coke Studio songs into collector's edition memorabilia.
Results
The Video Vinyl campaign by Coke Studio yielded positive results, with the limited-edition records generating significant engagement and excitement among fans. The unboxing videos shared by Coke Studio artists created buzz on social media, while targeted distribution to music publishers, radio DJs, and dedicated fans further amplified the reach of the campaign. Placing the Video Vinyl records in local record stores for fans to discover added an element of exclusivity and collectibility. Overall, the campaign successfully strengthened the bond between Coke Studio and its fan-base, establishing the platform as a top-of-mind destination for music lovers in Asia.
Links
3. “XXXV Unveil” - Air Jordan
Heineken did a gender equality campaign using a subtle twist in their congratulations to the Barcelona Women's team.
Media.Monks Los Angeles • 2020 • Shoes • United States • North America
Challenge
The challenge of the campaign was to effectively recreate the traditional in-person excitement and hype surrounding the launch of a new Air Jordan sneaker in a digital format. This involved providing a virtual experience that engaged fans, media, and customers at home while still delivering the same level of anticipation and exclusivity typically found in physical storefront releases.
Target Group
The target group of the Air Jordan XXXV launch campaign was comprised of VIP media, Nike loyalty program members, employees, sneaker enthusiasts, sports fans, and A-listers interested in sneaker culture. The goal was to engage and excite this diverse audience by offering an exclusive digital experience showcasing the new Air Jordan XXXV sneaker.
Idea
The main idea of the campaign was to create a digitally immersive and engaging experience for fans and audiences at home during the launch of the Air Jordan XXXV sneaker, aiming to capture the excitement and hype usually associated with in-person sneaker releases. By incorporating elements like a VIP briefing session, custom electronic press kits, a livestream event, and interactive content such as 3D previews and augmented reality, the campaign sought to bring the unveiling of the new sneaker to life in a unique and impactful way.
Results
The Air Jordan XXXV launch campaign resulted in a highly successful digital unveiling that engaged key media, Nike loyalty program members, and employees. The use of custom electronic press kits, exclusive content, and a livestream event with star-studded commentary allowed for a unique and interactive experience for audiences at home. The inclusion of a 3D preview and augmented reality feature provided fans with an up-close look at the new sneaker, enhancing the overall engagement and excitement surrounding the release. The campaign effectively captured the hype and passion typically seen during in-person sneaker drop events, demonstrating the power of impactful online experiences in reaching and engaging a wide audience.
Links
4. “Golden Opulence” - Beymen
Beymen showcased the "Golden Opulence Exhibition" collaborating with 50 top brands to pay tribute to Turkish culture.
TBWA\Istanbul • 2024 • Retail - apparel • Turkey • Europe
Challenge
The challenge of the Beymen "Golden Opulence Exhibition" campaign was to change the narrative around luxury and remind the world of the power of Turkish legacy in the world of fashion throughout history. The aim was to celebrate the cultural legacy of Turkish lands, which have inspired the whole world for 500 years, and to position Beymen as a destination for the world's most prominent designers. The campaign sought to showcase the deep roots of luxury stemming from Ottoman culture and generate awareness and appreciation for the heritage of Turkish lands in the global luxury and lifestyle industry.
Target Group
The target group of the Beymen "Golden Opulence Exhibition" campaign was luxury fashion enthusiasts, cultural heritage enthusiasts, and individuals interested in Turkish history and heritage. The campaign aimed to appeal to a global audience, including those who appreciate high-end fashion and the cultural significance of Turkish lands.
Idea
The main idea of the Beymen "Golden Opulence Exhibition" campaign was to celebrate the cultural legacy and influence of Turkish lands on the world of fashion throughout history. By inviting 50 of the world's top luxury brands to create pieces inspired by Turkish culture, the campaign aimed to showcase the power of Turkish heritage in the world of fashion and luxury.
Results
The Beymen "Golden Opulence Exhibition" achieved significant results, generating over 135 million interactions on social media. It also garnered more than 14 million interactions in local press coverage and an impressive 163.7 million interactions in global press coverage, being featured in 133 media outlets. During the exhibition's opening period from November 6th to December 12th, it was visited by approximately 50,000 individuals.
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5. “Puting the World on Notice” - Chevrolet
Chevy did a campaign to put the world on notice about the Z06 by creating pre-reveal content, influencer activations, media engagements, and a 30-minute film, resulting in significant social conversation and reaching millions of people.
Weber Shandwick New York • 2021 • Cars • United States • North America
Target Group
The target group of Chevy's campaign for the Corvette Z06 was likely automotive enthusiasts, performance car enthusiasts, and individuals interested in luxury and powerful vehicles. The campaign aimed to position the Z06 as a symbol of status, luxury, and power, suggesting that the target audience may have included consumers who value these attributes in a vehicle.
Idea
The main idea of Chevy's campaign was to position the Z06 as a symbol of status, luxury, and power, while also putting the world on notice about its powerful performance.
Results
The campaign by Chevy for the Z06 Corvette was successful in generating significant attention and engagement. The pre-reveal content garnered 48 million social impressions and reached another 8 million through digital stories. On Reveal Day, there was an 800 percent increase in social conversation and the campaign reached an estimated 8 million people through 460 digital stories. Additionally, the Corvette commercial during the World Series was seen by approximately 9 million viewers. Overall, the campaign helped to put the world on notice about the Z06 Corvette and generate positive buzz for the brand.
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Five’s not enough?
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