The fashion industry has found a fun way to merge exclusivity and impulse buying through a high tech twist on a recent YouTube campaign by Yoox and Italian online fashion brand. Yoox working together with Google and Stink studios came up with fifteen second video ads that implore users to purchase a one of a kind item at a once in a lifetime opportunity. Should the user fail to buy the item then another user gets the chance to buy it since they won’t find it on Yoox again or find the ad on YouTube. In other words … “It’s now or never,” the brand says.
Stink Studios used RITA, its proprietary real-time video cloud rendering platform, to integrate each product up for sale into an animated video, making each preroll ad unique. The ads are extremely poppy with a big splash of bright pink on the background. These ads will run in the U.S., Italy, Japan and South Korea through Cyber Weekend all the way into mid-December.
While the high stakes posed by the ads through their buy it or lose approach might be detrimental for consumers who might be under pressure over these coming holidays and might be engulfed into the world of consumerism, it’s a fun way for retailers to engage consumers especially those that might be competitive.
“The aesthetics and the concept of the animations [are reminiscent] 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,” says Filippo Vezzali, Yoox creative director.
“This campaign is proving 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,” adds Simone Zucca, fashion and retail sector leader at Google Italy.