Strategy, Art Direction, 3D animation, Interaction design
Not just a gift guide but an innovative and immersive online experience to engage the #GENH.
We designed the Happy Hogan #Hmas campaign to excite Hogan’s customers and to engage its younger audience: the #GENH.
The campaign is an exploration of the gifting experience and aims to make the whole experience even more gratifying. With this in mind, it is not just a gift guide but actually provides digital gifts for the givers themselves.
Happy Hogan #Hmas evokes a Christmas atmosphere across different platforms in an unexpected and innovative way thanks to a dynamic yet elegant creative language. Inspired by the decorations that adorn Christmas trees across the world, we created a brand-new set of ethereal Hogan baubles. These elements are vessels that hold precious mysteries just waiting to be discovered by the user. The 3D recreation of this iconic imagery was paired with sound design and visual effects to recall a wintery, festive ambiance. At the same time a video-game-esque theme tune, metallic script and inspirational message gave the overall look and feel a cutting-edge twist.
We built the campaign strategy on three main pillars: attracting, celebrating, and engaging. Based on the holiday season calendar we structured the campaign to achieve a good balance between frequent coverage, product updates and new interactive content as free gifts. The calendar consisted in 4 main events which coincided with the 4 main product drops. Each product drop is associated with a different bauble, colour palette and style as well as a new, digital free gift to be used and shared by the customer.
The main platform for the experience was an interactive microsite hosted on hogan.com. A combination of static and dynamic 3D animations, sound design and visual effects brought the surreal winter wonderland to life. The minisite is navigable and with each product drop a bauble is activated to reveal the new products and digital gifts created and designed by our team. These include animated wallpaper for your mobile phone, an Instagram filter, a playlist, and a greetings card tool to actually send your Christmas wishes.
This strategic evolution would be seen on the microsite, on the homepage of hogan.com and across the brand’s social media channels. The coordinated approach was designed to create engagement through suspense and excitement while effectively presenting the brand’s gift selection.
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Frank Studio is a Milan-based, digital at heart agency that offers integrated solutions and full e-commerce related services for fashion and design brands helping them grow their business & awareness. Discover our works
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