#MASTWALK – Viral social media campaign for HUGO BOSS
“Succeed, no matter where you are going!” This guiding principle pretty much sums up the dream of HUGO BOSS. A corresponding boundary-free campaign aimed to raise awareness of sponsoring in the sport of sailing while placing the brand centre stage.
In a promotional stunt that really got attention, British skipper Alex Thomson ran up the mast of a sailing boat travelling at full speed before diving from the highest point (12 metres) into the waters of Cadiz – an eye-catching stunt in its own right, but Thomson took the leap wearing a bespoke BOSS suit, making it the very height of coolness. As the must-see clip went viral, the attention was firmly on the stylish skipper. PR and digital took up the story straight away, organically diverting traffic to the web shop.
Facts
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2.3 million
organic Video Views
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1.5 million
Visits
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+16%
Sales increase in the web shop
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1
sold out collection
Just like a James Bond scene … without a shadow of doubt, the best promotional stunt yet.
