Title | H&M WEARABLE LOVE |
Brand | H&M |
Product/Service | WEARABLE LOVE JACKET |
Category |
A03. Durable Consumer Goods including Automotive |
Entrant
|
WYNKEN BLYNKEN & NOD Hamburg, GERMANY
|
Idea Creation
|
WYNKEN BLYNKEN & NOD Hamburg, GERMANY
|
Media Placement
|
VIZEUM DEUTSCHLAND Hamburg, GERMANY
|
Production
|
ELEMENT E FILMPRODUKTION Hamburg, GERMANY
|
Production 2
|
WEAR IT BERLIN GMBH Berlin, GERMANY
|
Additional Company
|
H&M Hamburg, GERMANY
|
Credits
Matthias Erb |
Wynken Blynken & Nod |
Chief Creative Lunatic |
Jens Theil |
Wynken Blynken & Nod |
Chief Creative Lunatic |
Larah Timm |
Wynken Blynken & Nod |
Group Head Account Management |
Sebastian Weber |
Wynken Blynken & Nod |
Creative Director Copy |
Christian Baur |
Wynken Blynken & Nod |
Creative Director Art |
Muhamed Braimi |
Wynken Blynken & Nod |
Creative Lunatic/Art |
Vanessa Fehst |
Wynken Blynken & Nod |
Junior Art Director |
Why is this work relevant for Brand Experience & Activation?
H&M is a value-driven, customer-focused, creative and responsible fashion company. The brand wondered whether it could communicate all of these brand beliefs in one single brand experience. It came up with a new wearable technology that does just that and it built a campaign around the innovation that invited customers to take part in the development of the new product range.
These efforts led to a groundbreaking fashion concept that sparked global interest and reached more than 300 million people all over the world.
Background
H&M wanted to launch a new fashion range that could overcome physical distance between people through the use of technology. The task was to give the concept a name, a visual identity and a creative way to activate customers to take part in the further development of the product.
Describe the creative idea (20% of vote)
What better way to show the determination of H&M to its brand values than using fashion to provide valuable support to its customers? So in times of social distancing, the brand launched “Wearable Love” – the first fashion item that’s not just an expression of style, but an expression of love. It’s a jacket equipped with technology that transmits a physical touch sent to you by your loved ones. Flexible sensors and tactile elements incorporated into the fabric evoke the sensation of a gentle hug. The Wearable Love app connects to the jacket and enables users to show affection from anywhere. To activate customers in a meaningful and engaging way, the launch campaign invited them to share their opinion on a special website and to become part of the further development of the product.
Describe the strategy (20% of vote)
Whether it’s a long-distance relationship or any other reason why you can’t be close to your loved ones: The concept of a jacket that lets you hug each other in spite of physical distance has many potential users. The intended target group was 18-49, tech-savy, digitally well-connected people who are interested in innovation and fashion. But in times when the whole world is experiencing first hand what it means to be forced to keep your distance, this concept was bound to make everyone else talk about it as well.
Describe the execution (30% of vote)
To kick off conversations, "Wearable Love" was introduced with an emotional online film on social media. A landingpage explained how the Wearable Love jacket works and asked if people would wear it. H&M also used the extensive reach of their loyalty program to help spread the word by reaching members through owned digital channels. At the same time, a press release was issued to national and international media in relevant markets across Europe, Asia, North and South America.
List the results (30% of vote)
The campaign created a positive response rate of 25.4% among H&M members. Hundreds of tech, fashion and news media around the world including opinion leaders such as Vogue, Huffington Post, RTL and HLN covered the innovation by H&M, creating more than 300 million impressions in earned media with a budget of less than 15.000 €. And the idea sent a message to the whole fashion world that the latest trend doesn’t just have to be clothes that people love, but ones that help people love each other.