Area CG

POLO RALPH LAUREN
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AT POLO

POLO RALPH LAUREN · #MEETMEATPOLO


In order to enhance the brand image and reach a wider target audience, we carried out the strategy, planning and execution of Polo Ralph Lauren Spain’s PV16 campaign.
The main challenge of this project was to reposition Polo Ralph Lauren in the Spanish market and bring the brand closer to a young audience between 18 and 30 years old, with medium-high purchasing power. This action also served to communicate the new collection and promote the main points of sale.
To achieve the greatest possible impact, we emulated a roadtrip through different Spanish cities (Madrid, Barcelona, Bilbao, Marbella…). Different videos and photographs were filmed and communicated through the websites and social networks of Glamour and GQ magazines.
The model Jon Kortajarena and the actress Hiba Abouk were the protagonists of this action that ended with a meet & greet event with both ambassadors and their followers.
With this action we reached more than 5,000,000 views with the four videos made, which meant a significant increase in traffic at the point of sale and in e-commerce. According to brand sources, the event led to a 20% increase in sales at the Corte Inglés store.

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