Title	EROTICA
Brand	DIESEL LUXE - DIESEL PARFUMS
Product/Service	DIESEL EROTICA SHOES & BAG COLLECTION
Category	C02. USE OF SOCIAL IN A PR CAMPAIGN
Entrant Company	FRED & FARID GROUP Paris, FRANCE
Advertising Agency	FRED & FARID GROUP Paris, FRANCE
Advertising Agency 2	FRED & FARID SHANGHAI, CHINA

Name	Company	Position
Fred/Farid	FRED/FARID GROUP	Chief Creative Officers
Gregoire Chalopin	FRED/FARID GROUP	Creative Director
Liang Liao/Sen Liu	FRED/FARID GROUP	Copywriter
Crystal Liu/Xiaotong Ding	FRED/FARID GROUP	Account Manager
All Erotica Campaign Contents Photos/Videos) Provided	DIESEL S.P.A.	Other Credits

The Campaign

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. 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.

The Brief

The objective of this promotional campaign was to maximize the exposure of the highly sexy videos and photographs of DIESEL EROTICA collection. The target audience was drawn from both existing and new customers. New customers were drawn by influential key opinion leaders, and existing customers quickly responded after they noticed it’s a campaign from DIESEL.

Results

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.

Execution

This creative execution was developed based on the nature of the collection - erotic, tactile and sensual. This collection is one of Diesel’s most iconic attributes is its sexiness. Disguising the campaign as Italian pornography can well illustrate not only the sexiness of the collection, but also the braveness of the Brand. Like what DIESEL says about the brand itself: “DIESEL is about sex”.

The Situation

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.

The Strategy

DIESEL Erotica campaign is one of the sexiest campaigns featuring an ex-exotic dancer, now famous rapper Brooke Candy, and model Tessa Kuragi. With limited media investment, we found an approach to maximize the exposure of the campaign though disguising the campaign as Italian pornography. We wanted this campaign to go viral with significant buzz rate and turned out that it did.