| Title | MIU MIUSIC |
| Brand | MIU MIU |
| Product/Service | HANDBAGS, SHOES, ACCESSORIES |
| Category |
A02. Creative Innovation |
|
Entrant
|
MIU MIU (PRADA GROUP) Milan, ITALY
|
|
Idea Creation
|
MIU MIU (PRADA GROUP) Milan, ITALY
|
Credits
| Max Brun |
HI PRODUCTION |
CEO |
| Sergio Pappalettera |
Studio Pro Design |
CEO |
| Patrini Laura |
Neosperience |
Chief Customer Officer |
The Campaign
Miu Miusic is a creative tool, which involves the user in composing artwork, a visual-sensitive graphics, which allows you to play with the senses.
A video mobile installation that can be shared with a potentially infinite number of spectators.
A visual and audio portal that allows to enter creatively into Miu Miu imaginary. Indeed, a vision that comes from the representation of Images as pulse, movement and emotions, keeping the music beat. With the use and consumption of iconic elements, design and graphic effects, the user creates an unpredictable alphabet.
Creative Execution
The app is already published on the main stores (iOS, Android, Windows). Low quality video rendering made on device; a set of EC2 servers with Unity to manage high quality offline video rendering and compression. AWS Lambda (and API Gateway) to trigger rendering requests from mobile devices and manage server startup/shutdown
AWS S3 and CloudFront to manage content storage and delivery (video download on device and sharing). AWS Device Farm to test on multiple devices and platforms.
Anonymous user tracking through Cognito and Mobile Analytics.
The app has already gathered 15k downloaded, and the objective is to reach 20k downloads in the first year. The upcoming release, scheduled for 24 October 2016, every video produced by the user will have a link to the e-commerce page for the product shown in the video. The company, thus, expects an increase in visits to the site and sales on the e-commerce.
The app is created to receive 3/4 updates every year, with new contents/products, to allow users to create innovative videos and improve the scalability of the project.
All these action are driven by the intent of spreading the culture of 'beautiful', typical of Prada brand, offering exclusive music and contents free of charge.
Miumiusic app is the very first Miu Miu Digital Customer Experience innovative project, targeting real-time content generation. The new Miu Miusic app enable users to achieve outstanding video compositions, allowing them to remixe music tracks composed by legendary DJ Frédéric Sanchez with original graphics inspired by the current collections to create a mesmerising, unique and personal video for you to keep and share across social channels.
The next release of the project will be soon available on iOS, Android and Windows devices, and will include new visual patterns and the original music by emerging DJs.