About
Campaign Title:
Fendirumi Surprise
Campaign Duration:
Less than 1 month

Brand Name:
Fendi
Industry Sector:
Retail
Agency Name(s):
MIRUM HONG KONG
Countries & Regions:
Hong Kong
Key Objectives:
Brand - Awareness, Event Promotion
Target Audiences:
Female, Luxury
Ad Spend in USD:
$0 - $49,999
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Fendirumi Surprise
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Fendirumi Surprise


Fendi wanted to make a splash on the social media scene for the grand re-opening of their flagship boutique on Hong Kong’s famed Canton Road. They had to stand out amongst Hong Kong’s saturated market of luxury fashion brands and grab the attention of Hong Kong’s mobile-loving social media users.


Given the recent extraordinary success of Pokémon Go in Hong Kong, an AR (artificial reality) component was required for the re-opening’s cocktail party to fuel the buzz on social media and draw shoppers to the store.

Planning & Execution


The overall aim was to spread the word about the revamped store on social media via the hashtag #FendiCantonRoad.


Our approach consisted of two components:


    A series of videos that would be shared on official Fendi social media channels including Facebook, Instagram and YouTube with the hashtag #FendiCantonRoad


      An instore AR photo booth that would drive store traffic and encourage the use of the hashtag #FendiCantonRoad

      Effectiveness / Results


      The re-opening of #FendiCantonRoad was an enormous success. It gave shoppers and celebrities alike a fun way to interact with Piro and Bug whilst simultaneously sharing their fun on social media, helping build great interest in the re-opening and creating global awareness about the store revamp.


      The videos and AR GIFs powered the success of the hashtag #FendiCantonRoad throughout social media.


      It ultimately reached over 9 million social media users and garnered over 32 million digital impressions, smashing expectations for the store’s reopening.


      Such was the success of the campaign that Fendi have since used the AR/GIF photo booth in Singapore and Malaysia during the Christmas period and have plans to use the digital technology for future Fendi flagship events around the world.

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The Campaign Asia-Pacific Team