Diesel turns to digital to promote Fit your Attitude range
A digital campaign is to be implemented by Diesel to promote its re-styled line of women’s jeans, which will also use consumers own photographs and tweets within the product information. A new website has been developed by digital agency Poke to promote the ‘Fit Your Attitude’ range, with the campaign focusing on categorising them across six ‘attitudes’; Free-Spirited, Brave, Confident, Spontaneous, Sexy and Chic. Users of the site will be encouraged to choose their attitude and drive awareness of them through Tweets using the #FitYourAttitude on Twitter and taking pictures on Instagram to reflect their choice. Uploaded conent will then appear on the website, which will also rank capital cities according to the attitudes that they display at any given time depending on the amount of related social media choices from each location. Angus Mackinnon, creative director at Poke, commented: Diesel's new range of jeans fit attitudes as well as bodies so we wanted to find real attitudes on the web that matched the jeans. Harnessing geo located Tweets and Instagrams we built a real time aggregator of trending attitudes around the globe. The Diesel website brings them all together around each jean in the range creating a lively and fascinating attitudinal product experience.