Destination Denim

Amplify + Amazon Fashion showcase one of the world’s biggest denim collections both on- and off-line...

Challenge

Amplify were challenged to create an online and offline event that celebrated Amazon Fashion and their denim selection across their key European markets.

Insight

Amazon Fashion has one of the largest selections of denim in the world.

Individuals are always striving for that pair of jeans, often purchasing repeatedly once they obtain them.

Bringing these two facts together means a match made in heaven – especially since finding the perfect pair of jeans is a journey that no brand has managed to successfully answer. Often a one size fits all approach is applied to all consumers, and we wanted to change that.

Strategy

To position Amazon Fashion as the brand that brings together technology and experience to open up a new world of denim discovery for a new audience. 

Amazon Fashion is a retailer that doesn’t need to play by the high street rules and has technology at the heart of its offering, allowing you to view and shop one of the largest selections of denim anywhere in the world. We needed to drive unaided awareness and shift perception of the fashion shopping experience on Amazon Fashion.

To bring this to life, we wanted to challenge preconceptions of Amazon through aesthetics and experiences, democratising the fashion experience for everyone, whoever you are, whatever you were, creating an online and offline campaign in a way only Amazon could pull off.

Solution

Destination Denim.

Destination Denim re-positioned Amazon Fashion online, in media and environmentally and brought people to a unique four day experience in the heart of Berlin that allowed our audience to explore all of the incredible aspects of denim and Amazon’s product range.

We started by using two key campaign and brand shoots to reposition both Amazon Fashion and the Destination Denim campaign with new still images, brand videos and tutorials. This content was democratic, inclusive and ensuring a refreshed and more aligned aesthetic to the mainstream demographic that Amazon were targeting.  

As the campaign started to roll out across Europe, we focused our media approach in Berlin where the Destination Denim live experience would take place. We took over 1500+ impactful and locally relevant out of home sites to bring our new campaign and brand assets to life.

At our live experience in Berlin’s incredible four storey space, Kühlhaus, the four day experience let people get hands on with customisation, looked at new innovative materials, highlighted how to wear it, and let people take control of our digital catwalk.

Creating Connections: The Infinite Rail Stage

The Infinite Rail stage provided a unique, custom-built platform for our artists to perform on. Talent including Liam Payne, Anne-Marie and Jorja Smith headlined each of our three evenings providing money can’t buy experiences for thousands of consumers.

A series of panels lifted the lid on some of the industries most inspiring individuals, allowing our audience to get under the skin of topics like sustainability, growth of production and denim in film.     

Throughout the space we had fifteen core experiences that encompassed a series of brand elements designed to allow consumers to immerse themselves and get hands on with the product and the brand.

Immersive Shopping: Discover Your Perfect Pair

Using Amazon owned technology, our immersive experience, Discover Your Perfect Pair, was the world’s first Alexa powered voice assistant. It allowed you to navigate a huge selection of jeans and narrow it down to three perfect jeans that were shopable through Amazon Smile codes. Armed with a deeper understanding of denim, attendees could explore the range of denim available on Amazon Fashion through Alexa technology, ending the search for the perfect pair of jeans.

Tech Innovations: Digital Catwalk

Our Digital Catwalk allowed you to interact with and manipulate our digital models, who showcased a number of curated looks, giving you the opportunity to see how they looked from all angles – even if you were dancing. The customisation studio brought Hand & Lock and Print Club London together to give our audience a unique immersive take on denim customisation.

Partner Brands

We also brought partner brands into the space with the likes Wrangler, Levi’s, Replay, Tommy Jeans, Samsung and Nespresso designing experiences that sat comfortably in the space, that brought their product to life; from customising denim, creating a leather keyring or even going on an AR hunt around the space to discover Levi’s new season’s look-books.

The six week campaign ended with reach exceeding over 400m across the key EU 5 markets that Amazon set out to target. We created a European-wide campaign and experience that informed and inspired our audience and attendees, bringing them closer to the product.