Kering’s luxury fashion brand, Bottega Veneta and media agency partner, Zenith have launched an outdoor campaign to target its growing younger customer base.
The campaign to unveil the brand’s ‘Salon 02’ collection leverages OOH formats and locations across Sydney and Melbourne, with creative on Citylights street furniture in the CBD, and a zebra-print design wrapped around the exterior of Sydney’s light rails and Melbourne’s trams.
With the insight that in-store buyers tend to spend more than e-commerce customers, the campaign aims to drive foot traffic to the Bottega Veneta flagship stores in Sydney and Melbourne.
Activity also includes a takeover of the Bondi Icebergs pool, featuring a Bottega Veneta underwater billboard for a limited time.
Revolution 360 is the outdoor partner for the Sydney pool takeover, Torch Media for the Sydney lightrail, and JCDecaux handled the Melbourne tram and street furniture activity in both cities.
Zenith Sydney managing director, Jonny Cordony, said: “Kering has been working with Zenith for 10 years now, and we are so excited that Bottega Veneta – a house with a refined attitude and a philosophy of innovation, is not only harnessing the return of foot traffic post-Covid, but doing so with such show-stopping style.
“We didn’t want to stop with owning Citylights around the CBD, we hijacked the lightrail and trams with zebra-print to ensure Bottega Veneta were unmissible heading into the holiday season. And knowing that audiences are starting to think about the beach in warmer months, we took over Bondi Icebergs with a fantastical, in-pool billboard.”
The campaign will run throughout November, in the lead up to the summer holiday season.
To view the ‘Salon 02’ Bottega Veneta collection, click here.
In July, Zenith’s Advertising Expenditure Forecasts report predicted global advertising adspend will grow 11.2% in 2021, driven by demand for performance-led ecommerce advertising and brand advertising on online video.