Tuesday, December 7, 2010

H&M hit and run campaign

Last month, Swedish retailer H&M promoted its new Lanvin collection with a hit-and-run style media campaign created by H&M Canada's MAOY, MediaCom in Toronto. In this secret campaign, where details were kept from global headquarters until the last minute, a tight timeline forced the OOH portion to be digital.

Digital billboards in Toronto, such Yonge-Dundas Square, Montreal and Vancouver, and the screens of the One Stop network were used in the campaign. The digital ads featured a countdown banner at the bottom that ticked off the days, hours and minutes until the collection became available.

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