THE ICONIC turns shoppers into models in live streamed ad activation via Dentsu Creative
THE ICONIC has got Australia looking once again, by inviting customers to star as models in its latest iteration of its ‘Got You Looking’ brand campaign via Dentsu Creative.
On Monday 17th March, in a market-first, the leading fashion and lifestyle platform held an activation amongst Sydney’s York Street, featuring customers in live streamed banner ads.
Transforming the humble digital banner into an ICONIC change room moment, customers were invited to choose a curated outfit from THE ICONIC’s latest collection, before fitting into a content box that mimicked the size of a banner ad to be photographed for their close-up campaign shot.
The customers’ model moments were captured and livestreamed in shoppable banners across News Corp publications including VOGUE and news.com.au and later featured in an outdoor site in Sydney’s Martin Place via oOh Media.
Says Joanna Robinson, Chief Marketing Officer at THE ICONIC: “This is another amazing example of taking opportunities to push the work harder. What started off as a simple activation brief to support the brand campaign, evolved into a market-first live stream into banner ads, via an amazing activation. We’re also equally impressed by the open collaboration between Dentsu Creative and Love Media to pitch this idea to us.”
The fully accessible activation has continued THE ICONIC’s partnership with The Dylan Alcott
Foundation’s Shift 20 Initiative. Everyone from all walks of life and abilities were invited to come to York Street and try their hand at being one of THE ICONIC’s models as part of the ongoing ‘Got You Looking’ campaign.
The activation was an extension of THE ICONIC’s ‘Got You Looking’ masterbrand campaign, now in its third iteration after first launching in February 2024. To date, the campaign has surpassed benchmark levels for awareness, consideration, and a 9% increase in purchase intent, in both regular shoppers and new customers.
Says Leisa Ilander and Gillian Dalla Pozza, Associate Creative Directors at Dentsu Creative: “Curing banner ad blindness was always going to be a tough ask, but for a brand like THE ICONIC we knew we could turn them into something people actually want to look at. Letting customers show off their take on THE ICONIC’S clothing in the confines of a banner ad sized changeroom, broadcast live across some of Australia’s most popular websites democratises fashion one live banner ad at a time and drives THE ICONIC’s position as Australia’s original fashion disrupter.”
THE ICONIC
Chief Marketing Officer: Joanna Robinson
Head of Brand, Media and Comms: Georgia Thomas
Brand Manager: Rachael Cameron
Brand Coordinator: Ella Braimer Jones
Head of Style: Nicole Adolphe
Social: Stephanie Cardona, Tiffany Yuen, Max Beniac, Jessica Coatsworth, My Lillian Du
Dentsu Creative
Chief Creative Officer: Ben Coulson
Group Creative Director: Zac Pritchard
National Head of Production: Craig Sloane
Strategy Director: Nastassia Kuznetsova
Associate Creative Directors: Leisa Ilander, Gillian Dalla Pozza
Group Account Director: Nicky Webster
Senior Account Manager: Ruby Tonkin
Dentsu Creative Public Relations:
Head of Consumer and Brand PR: Madeleine Page
Senior Account Manager: Anna Harty
Production:
Production Designer: Cloe Jouin
Live Stream: Digital Video Experts
Media Publisher: SeenThis
Adam Roberts – Client Partner Lead
Oscar Karlsson – Head of Delivery
Frankie Tsoi – Technical Creative Producer
Media: LOVE Media
Managing Director: Rob Wall
Head of Media: Meredith Graham
Senior Digital Manager: Melissa Mackay
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