Vodafone, title sponsor of Vodafone London Fashion Weekend, spearheaded its event marketing on Valentine’s Day by launching its own bespoke Vodafone Nail Varnish.
As principle partner of the UK capital’s fashion week, Vodafone partnered with Nails Inc to developed the specially created Vodafone Red nail polish shade, inspired (unsurprisingly, by the company signature red corporate colour.
The PR and photo call launch event at Somerset House was fronted by Made In Chelsea reality star Millie Mackintosh. The actress/come model showcased the limited edition shade as she got her nails done at the event whilst wearing a colour matched red dress, plus a pair of nude Christian Louboutin heels.
Mackintosh, who was actually a make-up artists when the reality show first aired, also demonstrated the brand’s bespoke nail varnish vending machine.
In addition to the usual round of press interviews, Mackintosh also helped drive the Twitter thread of the promotion, tweeting during the launch event (and through Fashion Week) using the #Vodafonered and #Vodafonevip hashtags.
Somerset House, built in the 18th Century, is one of London Fashion Week’s focal points and is the venue for several shows and events for the 2013 Autumn/Winter collections.
All fashion lovers can buy the sponsor’s exclusive colour from 21 to 28 February from Nails Inc London shops on South Molton Street and Canary Wharf.
Furthermore, all Vodafone customers are being offered a heavily discounted £10 manicure in Nails inc. Salons, while Vodafone VIP customers can also pick up their free Vodafone Red nail polish from a specially created vending machine at Vodafone London Fashion Weekend, Somerset House.
‘The Vodafone Red is a signature colour and really works as a classic nail polish,’ said Mackintosh. ‘It’s a great way for Vodafone to celebrate fashion and reward their VIP customers. I’d recommend all the busy fashionistas grab a bottle”.
Vodafone’s head of sponsorship Fi Cranfield said: ‘We’ve teamed up with Nails inc. to develop another exclusive experience for our Vodafone VIP customers. It’s great to have the iconic Vodafone colour brought to life, especially during the fashion season. We’re really pleased to have Millie on board with us celebrating the limited edition product – and hope that by offering a little something extra with a discounted manicure at selected stores, we can continue to show our commitment to our Vodafone VIP customers.’
Through its Vodafone VIP loyalty programme, the mobile giant further activates its fashion week rights by offering its customers access to the event via tickets, ‘money can’t buy’ experiences and offering users the chance to see the latest trends before they hit the high street.
The mobile brand’s umbrella objective behind its partnership is to keep the fashion world (and its customers) connected during the A/W 2013 shows.
Another aspect of its 2013 campaign saw Vodafone invite more than 1000 customers to an exclusive Mary Katrantzou catwalk show in the official British Fashion Council Showspace for a private view of Mary’s most iconic collections.
This strand, part of the brand’s VIP loyalty programme, began in 2012 when Vodafone teamed up with Katrantzou on a two-season partnership which sees Vodafone support the designer’s show and Katrantzou devise a new way to use Vodafone technology to fashion ends.
Vodafone offers its customers exclusive access to Katrantzou’s innovative A/W 2013 show, including the chance to meet the designer backstage (and for lunch), get a behind-the-scenes studio tour, pick and take home an item from her collection and get their own designer dress straight from the studio
This collaboration follows similar partnerships with designers Christopher Kane and Richard Nicoll.
For example, in May 2011 Kane remade a fleet of London taxis in his blockbuster ‘galaxy’ print and the cars came complete with mobile charging units, while in February 2012 Nicoll introduced a white leather handbag with phone recharging capability.
‘We’re so proud to have the ability to work with some of the best fashion designers here in London,’ Vodafone UK Director of Brand Marketing Danielle Crook said. ‘Mary is world-renowned for her innovation and what she’s doing in the fashion world, so for us it felt like such a fantastic fit.’
For the third season running, Vodafone aims to innovate the front row with the return of its popular recharge benches in the BFC show space, plus pop-up recharging points throughout the Somerset House venue.
Other experiential and hospitality activation strands include The Vodafone VIP Lounge and Viewing Platform which also offer customers’ access to London Fashion Week and every show in the BFC Official Showspace.
Comment:
Vodafone UK became the Principal Sponsor of London Fashion Week in February 2012 and this seven season partnership provides the mobile brand with a long term platform around which it can reward existing customers and engage potential new ones.
Its overall aim is to use the event’s 56 catwalk shows and 20 presentations in five days to bring its brand and its customers closer than ever before to the emerging trends as they unfold, to provide useful services and offer unique experiences and to innovative by fusing fashion and technology,
Vodafone had been involved with London Fashion Week for the seasons as official communications partner before it took up the title sponsor role.
Links:
Vodafone VIP Website
London Fashion Week Website
http://www.londonfashionweek.co.uk
Nails Inc Website
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