In-store retail led the way in late May as Lacoste followed up its award winning ‘Save Our Species’ wildlife initiative that was spearheaded by 10 of the sportswear brand’s flagship shops go crocodile-free.
The initiative, developed in harness with agency BETC Paris, was launched to leverage International Day for Biological Diversity (22 May 22) and it also coincided with Lacoste’s traditional marketing push around the French Open 2019.
At the tip of the initiative, 10 key Lacoste stores replaced the brand’s iconic crocodile emblem on its polo shirts with that of a different endangered species just for one day.
(In the previous campaign, the limited edition polo shirts were available online only.)
Each store was linked to a relevant endangered species and made available for purchase a limited edition number of items reflecting the number of each species left in the wild.
The Paris store featured the Iberian Lynx (589 items), the London shop featured the Yemeni Mouse-Tailed bat (150 items), the LA Rodeo Drive store featured the Opal Goodeid (150 items), the New York store featured The North Atlantic Right Whale (444 items), while Tokyo featured the Northern Hairy-Nosed, Miami the the Mountain Chicken, Shangahi the Cebu Damselfly, Berlin the Addax and Seoul the Moheli Scops.
In total there were 3,520 polo shirts available worldwide and all profits from the day will help the International Union for Conservation and its efforts to conserve threatened wildlife.
The initiative was promoted by an online video running across the brand’s own channels,
as well as supporting social content and PR work.
3520 polos available in 9 stores around the world and on https://t.co/FjUiktpiRE today to help @IUCN’s efforts to conserve threatened wildlife. The number of polos made of each species matches the number of animals known to remain in the wild. #LacosteSaveOurSpecies pic.twitter.com/z6aMmWTWLK
— Lacoste (@LACOSTE) May 22, 2019
Comment:
This campaign not only followed on from last year’s award winning initial iteration of ‘Save Our Species’,
but it also rolled out a week after Lacoste launched a blockbuster new ‘Life Is A Beautiful Sport’ television commercial to reflect a more real vision of love and elegance: one that can be put to the test of life (see case study).
Links:
Lacoste
https://www.youtube.com/user/lacosteofficial
https://www.facebook.com/Lacoste
https://www.instagram.com/lacoste/
BETC
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