Luxury fashion’s twin obsessions with exclusivity and impulse buying merge playfully, and with a high-tech spin, in a new YouTube preroll campaign from Yoox, the Italian online fashion retailer.
Working with Stink Studios and Google, Yoox came up with 15-second YouTube ads that practically dare you to buy a one-of-a-kind item. And if don’t buy the item, someone else will get a shot at it—and you’ll never be able to find it on Yoox, or be served the ad again on YouTube. “In other words … It’s now or never,” the brand says.
The ads are poppy and colorful. Stink Studios used RITA, its proprietary real-time video cloud rendering platform, to integrate each item for sale into an animated video, making each preroll ad unique.
The ads are running in the U.S., Italy, Japan and South Korea through Cyber Weekend and into mid-December.
The high-stakes, buy-it-or-lose-it approach certainly won’t relieve any pressure on shoppers who might feel the pinch of consumerism run amok this holiday. At the same time, it’s a solid and playful hook for a luxury retailer and its target of presumably competitive shoppers.
“The aesthetics and the concept of the animations [are reminiscent] of childhood cartoons, in which the narration is deployed very rapidly and the climax immediately reached. However, behind the simplicity of the video is an innovative technology which we have explored together with Google, which allowed us to obtain a truly captivating format,” says Filippo Vezzali, Yoox creative director.
“This campaign is proving it is possible to run a branding campaign with performance tools, thus integrating a full funnel strategy which appeals to both awareness and purchase intent. It is brandformance at its best,” adds Simone Zucca, fashion and retail sector leader at Google Italy.