For years luxury houses have leveraged television to market ‘entry level’ products such as eyewear and fragrance, enlisting the help of cinema directors, celebrities and actors, perhaps never more dramatically than in the recent case of Brad Pitt for Chanel No. 5. Luxury carmakers and watch brands have long been running extensive advertising campaigns on television, brand reputation being a primary motivation.
So why did leather goods houses like Louis Vuitton restrain from television campaigns until now? They have diversified their print advertising strategies to include mainstream titles such as Marie Claire and Glamour. They have opened their stories to social networks, video channels and engaged bloggers. But consistently, television has been avoided.
This week, Louis Vuittonlaunched its first ever television campaign, entitled The Art of Travel, with the Louvre Museum in Paris as a backdrop. In the video, American model Arizona Muse is seen leaving her apartment and walking through the streets of Paris carrying a Monogram Louis Vuitton bag. Upon noticing a mysterious man is following her, she enters the Louvre museum and walks past its array of famous art pieces including Leonardo da Vinci’s Mona Lisa. She then discovers the key to a trunk containing a letter that we are soon to discover is a special invitation from Louis Vuitton. Shot by Inez & Vinoodh, the TV campaign is being rolled out globally this week.
Earlier this year, Cartier commissioned a film to the tune of €6 million, l’Odyssée de Cartier, which appeared on both television and in cinemas. As two of the strongest luxury brands on the planet, more are sure to follow. Particularly when most brands now have the content ready to go.
Undoubtedly, the aspirational factor plays an important part in this new strategic approach to advertising by luxury brands. But so is awareness and the perspective of direct interaction between TV and tablet users. Several start up companies in the US and the UK are increasingly launching a reward platform for those watching ads on TV, a direct interaction through the internet.
Sources: CPP, LuxurySociety.Com
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