3D movies, 3D games, 3D televisions! It seems we can’t quite get enough of 3D these days. It’s a trend that is here to stay and now pretty much an integral part of our everyday lives. So in keeping with the momentum, and of course this oh so evident ‘global trend’, Splash launches its Autumn/Winter 2010 season with a 3D print campaign, the first of its kind to be released in the Middle East region.
So you may wonder what a technologically driven trend like 3D has to do with fashion. The truth is that fashion has always been influenced by things that have an impact on the way we live, be it love, peace, war or in this case technology. It was only natural then for Splash, one of the region’s leading fashion retailers, to use this technique to be at the forefront as technology makes its way into product design and catwalks worldwide.
From an advertising perspective the idea is to give customers a reason to interact with the Splash brand at a different level. The customer must engage by wearing 3D glasses for the campaign to come alive, thus making the campaign more sticky and memorable while further reinforcing the brand’s ‘Eye on Design’ message.
Speaking on the conceptualization of the campaign, Mr. Raza Beig, CEO, Splash said, “We are very excited to launch this unique campaign, especially since it’s the first of its kind in the Middle East region. Every season we push our boundaries a little further with our campaigns in an attempt to give our customers freshness in a heavily cluttered industry like ours. We hope our customers will enjoy this unique campaign experience and hope to continue delivering on our promise going forward.”
Splash will launch its season with a series of special operations across Pan-GCC media as part of phase one. The campaign will however adopt the traditional 2D route through the remainder of the Autumn/Winter season in its second phase media burst. The 3D element will of course maintain prominence thanks to the use of 3D glasses donned by the Splash models in all visuals that form part of the season’s mainline campaign.
Splash will also be launching a limited edition collection of 3D graphic print T-shirts with specially created ‘3D glasses’ as hang-tags that will be available across Splash stores in end-August. Adding to the buzz around the campaign launch in phase one, Splash will also be announcing a radio and online competition that gives its customers the chance to get their pictures taken in 3D.
So get your favorite picks from a collection that captures the global trends of Military/Biker, Country Club Ski, Urban Gangster, Men at Arms and Nu-Ski and enjoy fashion with a twist as Splash adds a new dimension to Autumn/Winter 2010.
