The luxury label Louis Vuitton is trying its hand at reaching the masses with its very first TV commercial. The commercial is part of a multi-channel brand awareness campaign to help the reach a wider consumer audience.
The L’Invitation au Voyage campaign features model Arizona Muse who is shown on various mediums: TV, print, and digital channels to further encourage the brand. Through using various channels to reach the masses, the brand is certainly widening their target audience. Up until the premiere date for the commercial (November 11, 2012) the brand teased fans through print and social media. Facebook played a major role in creating a buzz for the commercial.
Fans were encouraged to accept the invitation on Facebook to see a teaser for the first ever commercial for Louis Vuitton. Once the invitation was accepted, a personalized message was sent:
“Dear [user], Louis Vuitton invites you to the worldwide premiere of the film L’Invitation au Voyage happening in …”
The luxury label also released hints about the video content, which included stills from the video. It encouraged fans to return to the brand’s website on November 12 to view the film in its entirety. The label also made use of social media by allowing fans to share the teaser on Facebook, Pinterest, and Twitter via share buttons.
The video is everything that makes the brand: the sultry looks from Arizona Muse while wearing classic pieces, the light stroll through Paris, the quick shots of her Louis Vuitton purse, a stroll through the Louvre and a quick escape in a hot air balloon. The commercial plays out almost like a Bond film, with Muse escaping in a white and red hot air balloon, which perhaps could take us to another Louis Vuitton commercial.
With the luxury label expanding its brand to other mediums of social media, print and TV it’s clear that the label wants to not only reach a wider audience but to grow along with their audience as well. It’s not enough to have a luxury label anymore; it’s more important to interact with the fans and show them that the brand is considered a classic for a reason.
Via Luxury Daily
