The fashion industry exists as a dog eat dog world, forcing brands to use a no-bounds approach to capture the intended market. Diesel is one brand that cut through the red tape, threw out the notion of ethics, and involved the public to challenge the ‘smart’ stereotype- stirring up trouble all along the way. The successful execution can be attributed to Diesels conversational advertising approach as new media facilitated relational communication through foursquare, social media networks, web based video, and website interactivity features. The viral activity was then supported by press, outdoor, and in-store promotional activity to achieve maximum exposure and response. Utilising all of these media outlets Diesel executed a strong integrated marketing campaign and as you will find out they did it as fierce as their models on the catwalk...
Individuals would head to one of 31 participating Diesel stores receiving stickers that read “BE STUPID”. The participants were instructed to place the stickers on their forehead, take a picture, and write about a stupid story answering the question “what is the stupidest thing you’ve ever done that had led to something positive?” The picture and story were then submitted to the Faces of Stupid website. Contestants would then be entered to win exotic prizes such as cutting a record in Jamaica or swimming with sharks off South Africa.
Objectives: • Entertain viewers to promote positive word of mouth • Engage audiences • Raise brand action intention
Diesel utilised Youtube as a social media tool to reinforce other viral campaign components. The video intended to reach the target demographic as it is known that internet users aged between 18-32 use the internet primarily for entertainment through online videos and social networking (Fox, 2010). The video supported the other mediums as the main feature told the story of “the Stupid Philosophy”.
Geographic targetting was executed as Foursquare users who checked in within a three-city block radius of the flagship New York Diesel store were alerted of a special promo at this location. As a one-day event, those who checked in the Diesel venue received a free specially printed t-shirt in red or purple. Within the first hour 4 people had responded via the Foursquare promo.
Objectives: • Build customer shopping experience • Drive online customers (in location) to retail stores • Create buzz/hype • Engage customers
Considering that 2/3 of customers buying decisions are made in store, (Belch & Belch, 2009) location based services such as Foursquare are ideal capturing the heavy viral traffic online to promote potential in-store business.
Diesels inclusion of Foursquare was strategic in that it was used for promotional hype, as the company targeted individuals that may never have entered the store. Intentionally, the company didn’t want 100 blog features going up before hand. Leslie Hall (founder of the agency devising the online components of the campaign) said, “We wanted it to be a true test without any pre-promotion” (Lee, 2010). The results of the event were 44 foursquare check-ins, 17 tweets, and 20,957 twitter users reached via social updates.
Diesel’s incorporation of Foursquare was successful as the web and in-store activity were cohesively integrated to create experiential interaction with the brand, which today is a crucial component of all modern campaigns.
Corporate Website, Objectives: • showcases brand identity • e-commerce • lead generation • customer support, Bringing the Diesel Philosophy to life
Marketing Campaign Product/Service Specific Website, Objectives: • high response rates/ action response • form relationship/bond with customers, Diesel capitalized on the generational trend and popularity of user submitted content, as the objective was to provide the opportunity for maximum user influence. The competition allowed participants to become part of the brand through the music video and catalogue and in effect this would have built Diesel’s credibility and reputation.
In France, buildings and sidewalks were spray painted with the ‘be stupid’ slogan and t-shirts hung from clotheslines between trees, on storefronts, and on bus shelters in the central city. In Switzerland two different ice sculptures were randomly placed in the busy city-one with a t-shirt and the other with a pair of jeans. After staring at the ice sculpture and reading the BE STUPID slogan, individuals began aggressive efforts to retrieve the clothing. People threw the big block on the ground, poured hot coffee on it, and attacked it using a hammer and axe. All the while onlookers recorded the action via mobile phones, cameras, and videotapes providing Diesel with free advertising through these mediums and word of mouth. Similar to the faces of stupid contest, the support media provided a sense of social gratification as passerby’s were encouraged to join in on the action to retrieve free apparel. This interaction is memorable and increases the brands reputation, recognition, and awareness.
As Diesel's jeans target market is males aged 18-30 it is rewarding to know the company ranked #2 in the top 10 mens fashion brands(click on link to see).
Proof of Planning: Even though Diesel manufactures street clothing the brand itself is regarded as a fashion brand- recent polls ranked Diesel No.15 among worldwide luxury brands-above Lancome, Armani, Bose, Calvin Klein, and Ralph Lauren (Fort, 2005). Diesel's strategic planning has set the company above exclusive brands and with a presence in over 80 countries, and more than 300 mono-brand stores i'd say Diesel is fierce competition.