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Nicola Formichetti of Diesel: It’s all about being honest in communicating with our customer in a personal and unique way

Manuela Walfenzao| 7 de octubre de 2015

Nicola Formichetti, director creativo de Diesel

Creative director Nicola Formichetti of the denim and apparel brand Diesel designed more than 400 programmatic ads for the company’s global campaign, which play into user behavior in the apps, as well as elsewhere on the Web. Diesel also relaunched its website, featuring mobile-friendly checkout capabilities. “We played with the contextual targeting and how people interact with digital devices” said Formichetti. “It’s all about being honest and telling it like it is, and communicating with our customer in a personal and unique way.” The brand looked to Shazam –it’s the first time that the platform will identify songs with brands- and Tinder to reach its target audience: millennials who spend a lot of time on their phones. Using these platforms is an intelligent move, because, unlike Twitter and Facebook, they have less branded content. The campaign is coordinated by global media agency Mindshare and is based on complex programmatic targeting. Mindshare partner Charlotte Day-Lewin said: “we prioritized finding our customer in a digital landscape. It’s translating desktop research and rebuilding it to be relevant for programmatic. That’s how we ensure we got the right message in the right place at the right time.”This will be one of the first global campaigns totally mobile and programmatic.

Diario de Hoy

miércoles, 9 de octubre de 2024

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