Anna Sui dances to new rock tune
Published: Oct 06, 2009
Hong Kong - Anna Sui has rolled out a digital campaign to introduce its new fragrance called Rock Me! aimed at shopaholics in their 20s.
The brand campaign developed by Euro RSCG Hong Kong, focuses on the rock star experience and has featured supermodel Agyness in its visuals.
A Rock Me! minisite featuring rock & roll, music, butterflies, flowers and guitar design under the theme of rocker girl aims to demonstrate the fragrance concept and brand value.
The mini site also include a game element where users can become the Rock me guitarist that could be shared as a video to friends.
Emily Fang, CRM & interactive manager, Asia Pacific for Anna Sui said the new fragrance aims to capture the energy, independence, and playfulness in a fragrance that would let every girl be her own rock star.
"In the digital space, the brand has applied the rock concept in both the official brand website as well as a regional digital contest across five countries in Asia Pacific, " she said.
The site also allows users to download coupons to redeem the fragrance sample at the Anna Sui stores.
There are a few variations on the tagline of the campaign that include Rock Me!, rockin' out and having fun and Be cute. Be sexy. Be free!
The month long campaign is supported by eDM, online banners and advertorial that will roll out in Hong Kong, Mainland China, Taiwan, Korea, New York and UK.
A social media campaign developed by wwwins Consulting will also roll out regionally via a YouTube contest this Friday where winners get to win a ticket to Anna Sui's 2010 fashion show in New York early next year.
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