Recently, Lee Cooper rolled out its summer 2023 campaign – ‘Life Is Out There’. The campaign has garnered positive feedback for sending out its message in an engaging and interactive way.
About the Campaign:
As per Lee Cooper, their new campaign encourages people to step out of their comfort zones, embrace new experiences and live their lives to the fullest. The campaign’s film opens with a group of friends traveling in a yellow vintage microbus; heading on without a set plan or direction. They give into the flow of things and allow life to take them to new and unexplored places. The wanderlust theme, central to the campaign is reflected through their journey as they head to a variety of outdoor places like the beach, forest and lakeside.
Campaign Objective
- To drive sales of its summer collection
- To increase brand awareness among shoppers and travelers
- To enhance customer engagement with a seamless user journey
- To position Lee Cooper as the distinct choice for summer fashion
Execution Strategy:
- With mCanvas, a global ad technology company that creates sensory ads for brands and agencies, Lee Cooper leveraged gyroscopic and accelerometer motion sensors to engage the user in outdoor summer environments, eliciting user curiosity and excitement.
- The full-screen experience promoted Lee Cooper’s Summer Sale Collection by capturing consumer interest and attention, by inviting them to engage with the interactive mobile experience.
- By offering enticing discounts and limited-time deals, the campaign boosted revenue by reaching the right audience in the right environment.
- mCanvas tapped into advanced targeting tools using both data and contextual cues to reach shoppers and frequent travelers who seek out high-quality products.
- The experience began by capturing users’ attention with the ‘Life is out there’ messaging that took over the full screen once tapped, immersing the user in a beautiful hiking trail accompanied by the copy: “Your heart takes you to lovely places. All you need is to step out!”
- Eliciting excitement and leveraging motion sensors, mCanvas took the user to a crossroads visual that asked them to make a decision. The 4-section screen instructed users to ‘TURN AND STEP’ in the direction they wanted to go, accompanied with the copy “Follow your heart.”
- Once the user stepped in the desired direction, they were shown a panoramic image with the campaign line, “Life Is Out There.” Users were prompted to ‘swipe to explore’, revealing relevant items from the Lee Cooper Summer Collection.
- On the bottom of this screen, the CTA: “VIEW COLLECTION” took users to the landing page to browse and purchase from the brand’s respective collection.
Results Generated
- The interactive campaign reached 6.03 million users
- The engagement rate went up by 3.7%
- The average time spent was 11 seconds, 18x higher than the industry benchmarks
As per a case study by mCanvas, Jayesh Sali, Head of Marketing, Fashion and Lifestyle at Reliance Retail about the campaign said, “The goal was to spread awareness about Lee Cooper’s Summer Sale Collection. With our campaign ‘Life is Out There,’ we aimed to evoke a sense of adventure and exploration in our audience. The mobile ad took users on a journey to literally ‘step out in style’ into the woods, beaches, lakes and mountains – to essentially explore how ‘life is out there!’ We are thrilled working with mCanvas to create an exciting and unique mobile experience, which achieved 18 times the engagement rate expected.”
Rishi Sharma, Senior VP, mCanvas said, “The main challenge was stand out among competitors, creating a seamless mobile experience that engaged the audience effortlessly. Using our signature blend of creativity and innovation, the ad caught the user’s attention, encouraging them to embrace new experiences and discover Life out there through the brand’s summer sale collection. Using a swipe-reactive panoramic screen along with motion sensors on mobile, we created an immersive & interactive experience that reached over 6 MN users, positioning Lee Cooper as the preferred choice for summer fashion.”
About Lee Cooper
Lee Cooper is a renowned British clothing and footwear brand with a rich history dating back to 1908. Established by Morris Cooper in London’s East End, the brand initially specialized in workwear and denim clothing, eventually becoming one of the pioneers in denim fashion. Over the years, Lee Cooper evolved into a global fashion icon, known for its high-quality denim products that effortlessly blend style and durability.
Conceptualized by Makani Creatives, their latest campaign features a range of stylish and comfortable summer wear, including denim shorts, printed t-shirts and breathable dresses, all designed to help people feel light and stay cool during the summer heat.
Their latest collection is now available to shop online at Ajio and in Lee Cooper stores.
