Fashion brand Yoox has created a video campaign in which buyers can ‘save’ the ‘endangered’ fashion items buy buying them only within the 15 seconds ad format, before they are gone forever, from both the ad and from the Yoox website.
The items are actually then shown to someone else, giving them the chance to buy the item instead, in a campaign that hopes to create a sense of urgency around the 15 seconds video ad format.
The idea was created by Stink Studios and Google and will run in Italy, the US, Japan and Korea.
Simone Zucca, fashion and retail sector leader, Google Italy, said: “This campaign is proving that it is possible to run a branding campaign with performance tools, thus integrating a full funnel strategy which appeals to both awareness and purchase intent. It is brandformance at its best.”
The aesthetics of the campaign is purposefully surreal and creates a story around the ‘disappearing’ nature of the items of clothing.
Filippo Vezzali, Yoox creative director, said: “The aesthetics and the concept of the animations reminds that of childhood cartoons, in which the narration is deployed very rapidly and the climax immediately reached. However, behind the simplicity of the video is an innovative technology which we have explored together with Google, which allowed us to obtain a truly captivating format.”
The ads use a technology by Stink Studios called RITA that renders the videos in real-time, allowing for each video to be different based on differing factors in personalisation and design.
The ads will run until the middle of December, running specifically through major pre-Christmas shopping times, such as cyber weekend.