The Iconic, a leading sports and leisurewear retailer in Australia and New Zealand, launched an interactive campaign called ‘Hit The Blue Button’ in collaboration with Google, The Glue Society and Revolver Sydney.
This creative campaign, launched on 9 February, is one of the early sports-related examples of using a new YouTube ad extension which enables viewers to shop directly by interacting with the online video ad.
Created specifically for YouTube, ‘Hit The Blue Button’ combines multiple Google products – including TrueView for Action – to enable viewers to immediately purchase items featured in the video simply by clicking the ‘blue button’.
The campaign showcases key current sport ranges available at The Iconic through a set of four YouTube ad variations: featuring a runner, a swimmer, a weightlifter and a yoga practitioner. Each spot seeks to build suspense, boost engagement and then drive direct purchasing and each video features an athlete performing a sport of choice under duress and includes a sense of urgency to encourage the viewer to click and shop the outfit to instantly relieve them from the strain of their activity.
“For us at The Iconic, people are at the heart of everything we do and we’re always looking for new and meaningful ways to connect with our customers. We have the most comprehensive assortment of sport apparel and footwear in ANZ, and we wanted to find an innovative way for our customers to engage and shop SPORT with us in an ICONIC way,” explains Iconic CMO Alexander Meyer. “Our ‘Hit The Blue Button’ campaign was created to do just that; not only is it a unique way to drive awareness for THE ICONIC as a premiere ANZ destination for sport, but it gives us the opportunity to try completely new ad formats. We’re excited to be an early adopter of new YouTube technology, and we can’t wait to see how our audience responds to this engaging, original and playful creative.”
Vix Berthinussen, creative development lead at Google, added: “This campaign is a brilliant example of made-for-platform creative that really drives user engagement and is the result of working with a team specifically assembled to rise to the challenge and take advantage of the opportunity. Namely, THE ICONIC, The Glue Society and Revolver.”
The Glue Society Creative Director Ben Sampson said: “It’s been fun to connect the inspiration of a new creative format to an ambitious brand launch – and challenge ourselves to do something fresh, fun and demanding of attention.”
Comment:
This is a new approach to direct purchasing through YouTube and one of the first in the sports category: watch this space for results.
Links:
The Iconic
The Glue Society
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