Hugo Boss were keen to create a hero film, following on from our successful ‘Keel Walk’ film in 2012 and building on their marketing platform and strategy using ’successful heroes’. The aim was to showcase their new travel suit, which does not crease and is water resistant. The film was to have a click through to a micro site that enabled online purchase of the product and was also to be used in stores globally and on their 4K screen at Westfield Stratford.
Sailing is a niche sport, keenly followed within the industry but rarely breaking out into the mainstream – with Hugo Boss’ iconic brand, and his daredevil character and likeable on camera persona, Alex Thomson provides the perfect opportunity to achieve just this. Adding to this a genuinely risky stunt, the objective of “The Mast Walk” was to engage as wide an audience demographic as possible, ultimately to drive traffic to the micro site and increase engagement with the brand and sales of Hugo Boss products.
Measures of Impact and Effectiveness
The impact was exceptional, with 1.68 million views of the film on YouTube (87% organic growth) and a Facebook reach of 7 million users. Boss enjoyed 7 million euros global editorial value and reported over 20,000 visits to the online store, where conversion rate was above average and Mast Walk visitors spent 27% higher revenue than average. The hero image and story also featured on the front page of The Telegraph, The Metro and page 3 of The Times in the UK as well as attracting global digital/blog and editorial usage.