The campaign includes a new collection of Cirque du Soleil-inspired garments. The company is also using Jackson’s concert visuals as its window display, and will be handing out one free concert ticket with each purchase valued at HK$3288 and over. Both Desigual and Cirque de Soleil are doing social media marketing drives on Facebook and Weibo.
A spokesperson from the marketing team of Desigual Asia's Hong Kong office told Campaign Asia-Pacific, that they were collaborating with the Canadian entertainment company because they both shared the same culture and style by being positive, colourful and energetic.
As a new brand in Hong Kong, Desigual has opened its stand-alone store in New Town Plaza in Shatin only on 1 May, with a brand slogan: “Be Different”. Unlike their counterparts Abercrombie & Fitch, GAP and H&M, the company did not carry out a big launch campaign, explaining that “we need to slowly educate our customers to our colourful and gypsy-inspired clothes collections, which stand out.”
Apart from Cirque du Soleil, Desigual has been running ongoing collaborations with French fashion designer Christian Lacriox, as well as Disney.
Desigual has stores in Hong Kong, Shanghai, Ningbo, Hangzhou and Singapore and recently threw a semi-naked bash for the opening of its flagship store in Tokyo in June.
As reported on 8 August, Budweiser is sponsoring Cirque du Soleil's Michael Jackson The Immortal World Tour, as part of its 'Made for Music' global marketing campaign.