| Title | EROTICA |
| Brand | DIESEL LUXE - DIESEL PARFUMS |
| Product/Service | DIESEL EROTICA SHOES & BAG COLLECTION |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
|
Entrant Company
|
FRED & FARID GROUP Paris, FRANCE
|
|
Advertising Agency
|
FRED & FARID GROUP Paris, FRANCE
|
|
Advertising Agency 2
|
FRED & FARID SHANGHAI, CHINA
|
Credits
| Fred/Farid |
FRED/FARID GROUP |
Chief Creative Officers |
| Gregoire Chalopin |
FRED/FARID GROUP |
Creative Director |
| Liang Liao/Sen Liu |
FRED/FARID GROUP |
Copywriter |
| Ken Chen |
FRED/FARID GROUP |
Advertiser's Supervisor |
| Crystal Liu/Xiaotong Ding |
FRED/FARID GROUP |
Account Manager |
| All Erotica Campaign Contents Photos/Videos) Provided |
DIESEL S.P.A. |
Other Credits |
Results and Effectiveness
This "smart, quick, simple, zero-investment hack" finally resulted in 5000 reposts, 2000 comments and most importantly: more than 73,000 downloads of DIESEL Erotica campaign pictures and videos.
Even famous Japanese porn star Ruka Kanae reposted the post.
Creative Execution
All campaign pictures and videos were compressed into one Zip file that was named with an erotic name. Then, we converted the Zip file into a Bit Torrent File and uploaded it online. In order to make our Bit Torrent go viral: we promoted the file on porn channels, and asked a "well known fashion-industry-KOL" to download it.
As soon as the KOL downloaded it, an auto-generated message was “accidentally” shared on his social media, “I ‘ve just downloaded and shared with you the xxxxx.zip”. This message immediately went viral and was spread all over Sina Weibo by other influencers.
Insights, Strategy and the Idea
China has always been very strict about pornography: It is banned everywhere, even in the cyber world. However, there are still ways for users to find pornography especially Japanese porn movies online, e,g, Bit Torrent file sharing websites, or Off-shore porn forums. Due to censorship, those channels are never spoken about on social media but they are well known by everyone.
Our idea was to disguise the campaign as Italian pornography to promote Diesel’s Erotica Collection, which is one of the sexiest campaigns featuring an ex-exotic dancer, now famous rapper Brooke Candy, and model Tessa Kuragi. This idea was executed to maximize the exposure of the highly sexy videos and photographs of this Diesel Erotica campaign.