Global marketing and technology agency LBi launches the "Living The
Dream dream creator" for M&S in
(Thomson Reuters ONE) - PRESS RELEASEStockholm/Amsterdam, 1 October 2009LBi has launched an innovative digital campaign to support the launchof M&S's new Living The Dream clothing range aimed at 5-16-year-oldchildren - a notoriously hard audience to please. To win them over,LBi has developed a user-generated content competition where childrendraw their wildest dreams for the chance to really live them.Winners will have their dreams turned into TV-style content whichwill be broadcast as webisodes in the Live It!TV section of thecampaign site. www.livingyourdream.comThe official launch date for the Living The Dream clothing range wasThursday 17th September at M&S's Marble Arch store. Lewis Hamiltonand Heikki Kovalainen both appeared live on the 17th, as well as onSaturday 19th September at M&S's White City store, to support thelaunch. The aim of this campaign is to raise awareness for the newM&S range of older boys' clothing. The key challenge for M&S whendesigning this range was to overcome image concerns for boys aged5-16 years, and ensure that boys will be wearing M&S boys' wear withpride.LBi has designed the "Living The Dream dream creator". Itincorporates a Flash drawing application enabling children as youngas 5 to draw their dreams creatively. It allows "dream creators" tochange the colour of chalk and erase any mistakes they might make,and leave a voice-over or typed sentence to explain the dream intheir own words.If children are stuck for ideas, they may choose to use the "dreamgenerator" to generate some dream suggestions to jump-start theirdreaming.Once children have registered their dreams, they can download anexclusive wallpaper of Lewis Hamilton and Heikki Kovalainen onlyavailable from Vodafone Mercedes McLaren. Their dreams appear in thegallery after parents and moderators have approved them.At the end of each month one winning dream will be selected by judges- based on the idea, not artistic merits of the drawing - to bebrought to life. 19 runners up will receive exclusive Living TheDream goody bags. The first 1,000 children to submit their dreams andmake it to the gallery will be rewarded with exclusive Living TheDream key rings.The winner's dream day will then be filmed and made into content forthe site which will then appear on the Live It!TV section of thesite. For each dream a branded winners' video will be created as wellas a "how to" video where children can learn particular skills.These videos will be distributed in and around the digital arena toreach the target audience. An intro video, The Living The DreamStory, also features in the Live It! TV section, as well as onloading of the site, to explain what the campaign is all about andhow to enter.The site also displays the full Living The Dream clothing range -inspired by Lewis Hamilton's famous remark, "I'm living the dream" -in the layout of a starting grid, and shows interview profiles withLewis Hamilton and Heikki Kovalainen."It's fantastic to be partnering with one of our longest-standingclients to create real digital excitement around this range. Theproduct is great - which is step one in marketing in the digital age- and the Web experience provides a genuine value exchange."- Chris Clarke, Chief Creative Officer, LBi Group.For further information please contact:Sarah Van Praagh, Head of PR, LBi+44 20 7063 6141, sarah.vanpraagh(at)lbi.comImogen Thacker, Marketing & PR Assistant, LBi+44 20 7063 6155, imogen.thacker(at)lbi.comAbout M&S:M&S are one of the UK's leading retailers, with over 21 millionpeople visiting their stores each week. They offer a wide range ofproducts, from premium food to electrical goods and are proud oftheir commitment to high quality, great value goods.They employ 75,000 people in the UK and abroad and have over 600 UKstores, plus an expanding international business. Their website holdstheir largest range of produce, with over 50,000 products to choosefrom.M&S are the number one provider of womenswear and lingerie in the UKand their own brands, such as Autograph, Limited Collection and peruna, are rapidly growing in market share.M&S are committed to constant improvement in their green credentialsand have developed a five-year eco plan, Plan A, to ensure, amongstother things, that they become carbon neutral and send no waste tolandfill by 2012About LBi:LBi is a global digital marketing and technology agency, blendinginsight, creativity and expertise to solve business problems. Thelargest genuinely full service agency of its kind in Europe, LBiprovides the full range of digital capabilities, including digitalstrategy, branded content, service design, media, CRM, technology,managed hosting and support services. The Company employs over 1,500professionals located primarily in the major European, American andAsian business centers; such as Amsterdam, Atlanta, Berlin, Brussels,London, Milan, Mumbai, New York, Paris and Stockholm. LBi is listedon Nasdaq OMX in Stockholm and NYSE Euronext in Amsterdam (symbol:LBI).www.lbi.comThis announcement was originally distributed by Hugin. The issuer is solely responsible for the content of this announcement.
Datum: 01.10.2009 - 10:45 Uhr
Sprache: Deutsch
News-ID 6479
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