Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”. This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile. Enjoy your reading !

1. PREMIUM
May 2014
INSIGHT

2. PREMIUM INSIGHT
PREMIUM
INSIGHT May 2014
SAME SAME but different
Founded in 2009, SAME SAME but different is the strategic and creative
digital agency of luxury and major brands: Digital operations and website
design / e-influence campaigns / Mobile solutions / Digital In store /
Consulting & training for leaders.
SAME SAME but different works world-widely with offices in Paris,
Shanghai, Hong Kong and New York.
PREMIUM INSIGHT
Premium Insight is an overview of the digital activity of premium brands
and luxurious “Maisons” focusing on the most innovative strategies in
terms of display, e-commerce, social media, mobile and O2O...
This issue is composed of:
• A review of the main digital news
• A selection of new brand platforms
• A study of a case
• A focus on a trend
• An analysis of a Chinese topic

3. May 2014
PREMIUM
INSIGHT
AGENDA
I. DIGITAL NEWS
II. BRAND ZONES
III. CASE: KENZO, NO FISH NO NOTHING
III. FOCUS: DIGITAL SHOPPING
BEYOND THE GREAT WALL: WECHAT BEST PRACTICES

4. DIGITAL NEWS

5. May 2014
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
NOWNESS
NOW SeamlessNESS
Nowness, an editorial platform that belongs to the LVMH group,
recently introduced its first shoppable video unveiling Louis Vuitton,
Kenzo and Bottega Veneta pieces throughout this spectacular dance
film.
The touch motion video features professional dancers jumping in
and out of the shoppable clothing, thus creating a beautiful visual
experience.
The users are invited to click on the pieces they like that will directly
appear on the bottom right of the video allowing them to shop
without disturbing the experience.
Our opinion: Nowness created a great shoppable video that
managed to gather all in one place, a real treat for the eye and a
seamless experience.
> The website

6. May 2014
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
KARL LAGERFELD
1, 2 buckle my shoe…9, 10 nice job Lagerfeld!
For the launch of his new line of perfumes, Karl Lagarfeld went all
in and created an entire digital ecosystem: a mini website in parallax
presenting the perfumes; teasing content on Facebook, Twitter,
Instagram and Youtube with the creation of #KARLPARFUMS; a
digital launch event where guests were invited to take selfies, and
finally, the Emotikarl application that allowed users to send Karl
Lagerfeld emoticons on WhatsApp, Facebook, Twitter, WeChat and
email.
Our opinion: By implementing to his strategy all of the latest trends
such as sticker emoticons, selfies and parallax, Karl Lagerfeld
proves once more that he knows what he is doing and talking about…
And most importantly that he knows what people are doing and
talking about!
> The application> The website

7. May 2014
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
MERCEDES
Keep on scrollin’
To present its new Mercedes-Benz GLA, the brand created a parallax
website, The Forgotten Roadtrip, telling, in a very dynamic way, the
story of Ryan, a thirty-year-old that wakes up in the desert having
completely forgotten what happened and how he got there.
The user, in the main character’s skin, is invited to scroll through the
different types of visual content (Interactive images, GIFs and videos)
that each participate in refreshing his memory.
Our opinion: Even though the experience is a little too long, the
different interactions and the quality of the visual effects won’t let
the user stop scrolling. A good storytelling operation and a great use
of visual content.
> The website

8. May 2014
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
THIERRY MUGLER
A spray of light
For the launch of his new perfume “Alien Eau Extraordinaire” Thierry
Mugler offered an interactive experience close to a video game.
The user is invited to answer to a series of enigmas inside of the
Palace of the Solar Goddess to collect light fragments in order to
get a chance to win a trip in the Moroccan desert or “Alien Eau
Extraordinaire” perfumes.
At the end of the video, if the user hasn’t found light fragments, he
is invited to share the experience on Facebook to collect some more
and have a chance to win the contest.
Our opinion: The experience is very well done and catching. The
different interactions are not repetitive and truly entertaining. Finally,
the association with Facebook, to help finish the game, is a good way
to create awareness.
One more proof that gaming is becoming the thing.
> The website

9. May 2014
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
MARC BY MARC JACOBS
Marc wants you
Marc By Marc Jacobs launched a special contest for its fans that
ended on the 9th of April.
The concept? Take a selfie and post it either on Instagram or Twitter
with #CastMeMarc in order to get the chance to become the brand’s
face for the Autumn/Winter 2014-2015 collection.
The winners were revealed and originality and strong personalities
seem to have been the criteria of selection.
Our opinion: More and more brands seem to be wanting to turn their
fans into faces or ambassadors. Probably because it is a win-win
situation that enables them to reward their fans, generate buzz and
save costs all at the same time. However, one can hardly imagine
Marc Jacobs using the same strategy on his main brand.
> Instagram selfies

10. BRAND ZONES

11. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
HERMÈS
Digital magazine - Le Monde d’Hermès iPad application
> The application

12. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
PETIT BATEAU
Instagram account
> Instagram

13. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
TOM FORD
E-commerce website
> The website

14. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
LONGCHAMP
Website section - The customizable Pliage Leather
> The website

15. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
H&M
E-commerce website
> The website

16. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
CARTIER
Tumblr
> Tumblr

17. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
CHOPARD
Classic Racing Tumblr
> Tumblr

18. CASE: Kenzo, No Fish No Nothing

19. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
KENZO
No Fish No Nothing
From the 21st of March to the 27th, Kenzo collaborated with the Blue
Marine Foundation to fight against overfishing by creating an exclusive
charitable collection.
No Fish no Nothing is:
• A digital pop up store in Paris
• A collection of jumpers, t-shirts…
• A conceptual website
• A dedicated hashtag #NoFishNoNothing

20. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
NO FISH NO NOTHING
Out of store experience
Kenzo’s pop up store, located in the center of the city, offered Parisians
the opportunity to participate in a digital experience where fish were
put in the limelight.
Thewindowsofthestoreweretransformedintoagiantdigitalaquarium
connected to the brand’s e-commerce website. Indeed, pedestrians
were invited to use the screen to discover the project, the collection
and shop pieces. Once a purchase was done, a fish appeared in the
digital tank.
Buyers weren’t the only ones to benefit from this experience, Instagram
users also had the opportunity to add their own fishes by publishing a
picture of the pop up store followed by the #NoFishNoNothing.
Every now and then, the digital tank was emptied of 30% in order to
symbolize overfishing.
> The video

21. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
NO FISH NO NOTHING
The website
For the occasion, Kenzo created with OKfocus agency a website that
embodied, in a conceptual way, the fight against overfishing.
The viewers are invited to a digital experience that turns them into
fishes and informs them of the situation by putting them right in the
middle. Key facts such as the percentage of loss of fishes since the
1950s, were given.
The user experience is quite convincing, as the parallax enables a true
immersion in the brand’s cause.
> The website

22. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
KENZO, NO FISH NO NOTHING
This was a great operation led by Kenzo, that managed to create buzz both around the brand and the cause. The
digital pop-up store, that is in fact nothing but a window,
allowed pedestrians to discover the brand’s e-commerce website.
The conceptual side of the operation was also well led with, a parallax website that offered a ludic experience, and a
great idea to have 30% of the fishes created by users disappear every now in then in order to symbolize overfishing.
The only downside is that the operation was entirely dedicated to the pop-up store. Indeed, the whole point of
social media use is to create virtual accessibility when the physical one isn’t an option. Kenzo should have chosen
something other than a picture of the store for their Instagram operation so that any user could have added their
digital fish to the window.

23. FOCUS: Digital shopping

24. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
DIGITAL SHOPPING
Shopping is becoming more and more digital whether it be on desktop, on mobile or directly in the store via:
• E-commerce
• M-commerce
• Social commerce
• Digital instore
• Shoppable videos
Let’s have a look at some of the best practices…

25. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
E-COMMERCE – TOM FORD
Tom Ford recently opened its brand new e-commerce website featuring
sensuality and eroticism.
The website is very efficient with a high quality visual experience and services
offered.
The pieces can be seen in full screen enabling users to appreciate everyone of
their details. Cherry on top of the cake, the “lipstick” section has you look across
dozens of
colored lips some of which are mouth watering animated GIFs.
> The website

26. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
DIGITAL IN STORE - BURBERRY
Burberry recently opened one of its biggest stores, in Shanghai. For the
occasion, a huge event was organized with a fashion show featuring Cara
Delevingne flying in the sky.
The Burberry boutique, much like the English one on Regent Street, offers
a wide range of digital tools as the RFID chip, placed in the pieces of the
collection, that enables customers to access different types of content about the
piece they are holding via mirrors that turn into digital screens.
Indeed the boutique is equipped with many screens that allow a full immersion
in the brand’s world.

27. PREMIUM
INSIGHT May 2014
NEWS BRAND ZONES CASE FOCUS
M-COMMERCE – LOUIS VUITTON
In October 2013, Louis Vuitton expanded its American M-commerce application
to Europe, Japan and Brazil.
The app, among other functionalities enabled users to flash some of the
Maison’s advertising, thanks to the Louis Vuitton Pass icon, in order to access
the shoppable content.
> The application

28. BEYOND THE GREAT WALL: WeChat best practices

29. PREMIUM
May 2014
INSIGHT
PREMIUM
INSIGHT
BEYOND THE GREAT WALL
May 2014
WECHAT BEST PRACTICES
Tag Heuer – QR Code hunt
Tag Heuer customized its traveling exhibition, “La Maison”,
in order to make it appealing to Chinese people and to
their habits. In Shanghai, Beijing and Hong Kong, the
brand offered a WeChat treasure hunt experience, that had
visitors looking for QR codes granting access to additional
content. The more they scanned, the more they gathered
keys which got them closer to the end of the experience
and to a special reward. Indeed, the lucky winners received
a special “Keys of Time” flash drive containing exclusive
content.
A very creative and fun way to use WeChat!

30. PREMIUM
May 2014
INSIGHT
PREMIUM
INSIGHT
BEYOND THE GREAT WALL
May 2014
WECHAT BEST PRACTICES
Longchamp – Le Pliage
To celebrate the 20 year anniversary of its iconic collection
of bags, Le Pliage, Longchamp offered the opportunity to
WeChat users to customize their own piece by sending to
the Maison’s account, via the platform’s messaging tool,
the codes of the colors they like and their name initials
in order to receive and share a visual of the final result of
their creation.
Knowing that Chinese luxury consumers are keen of mobile
shopping, too bad Longchamp didn’t offer the opportunity
to purchase the custom-made bag directly via the image…

31. PREMIUM
May 2014
INSIGHT
PREMIUM
INSIGHT
BEYOND THE GREAT WALL
May 2014
WECHAT BEST PRACTICES
A painting of Shanghai by Burberry
For the occasion of the “London in Shanghai” event that
celebrated the opening of the Maison’s digital boutique,
Burberry launched a contest on WeChat. Users were invited
to unveil beautiful aquarelles of Shanghai with their phones
by shaking, tapping or swiping. The experience is very
much like the Monet website created in 2010 but Burberry
managed, once more, to conduct a great operation, efficient
in terms of quality of the visuals, of the interactions and of
the choice of the platform, that is to say, WeChat on mobile.

32. © SAME SAME but different
The next study will be available in July 2014
samesameparis.com
samesamechina.com
samesamehk.com
samesameusa.com
Michel Campan - mcampan@samesameparis.com
Victor Yang - victor@samesamechina.com
Julien Gaubert-Molina - jgaubertmolina@samesamehk.com
Emmanuel Duran Campana - emmanuel@samesameusa.com