To promote its autumn/winter range Ted Baker has launched a three-minute short film titled ‘Mission Impeccable’.
Taking cinematic inspiration from the likes of James Bond, the film – which was executive produced by Lock, Stock and Two Smoking Barrels’ director Guy Ritchie and directed by filmmaking collective Crowns & Owls – sees the leader of the appropriately titled spy agency T.E.D deploying fashionably dressed agents to prevent a global couture catastrophe.
The twist is that every item of clothing in the cinematic ad, which can be accessed through Tedbaker.com, exclusive UK partner Selfridges.com and US partner Nordstrom.com, can be bought by clicking on it in the video. There will also be non-shoppable executions of the video through other digital channels such as Instagram and YouTube.
The fashion brand previously tested shoppable video technology last Christmas, with subsequent sales of all the products featured, along with overall brand engagement, both up 30%. And Craig Smith, global brand communication director at Ted Baker, says this success encouraged it to task its agency Poke to go even bigger.
“There is a ‘to be continued’ at the end of the film and that’s because we see this very much as a long-term investment,” explains Smith.
“But it doesn’t matter if a shoppable ad is 15 seconds or 15 minutes, if it isn’t compelling enough content then people won’t engage and that’s why we brought in Guy as executive producer.”
A focus on digital
Ted Baker is not the only fashion brand to move into this space, with Very.co.uk launching a shoppable music video to promote its summer range last year. However, the Ted Baker video is part of a wider focus on digital activation following recent success in its online channels.
In the 19 weeks to 11 June, Ted Baker saw an impressive 32% rise in online sales. It is currently prioritising international expansion after opening new stores in cities such as Beijing, Ottawa and Seattle.
As part of the ‘Mission Impeccable’ campaign, the brand has also partnered with Google to utilise its voice search technology in what it is calling a “world first” for a fashion retailer. The tie-up will allow customers to scan and ask the Google app about slogans written on the windows of Ted Baker’s 185 UK stores in order to win prizes and to also reveal extra information about the film’s spy characters.
Gail Dobinson, global head of marketing and PR at Ted Baker, says digital is providing more scope than traditional channels for the brand.
“Digital gives us a platform to reach even bigger ambitions and to really breathe creativity in a way something like TV cannot. We’re doing a lot of work to ensure this campaign has unique assets on Instagram, YouTube and Facebook but the key here is to ensure the physical store experience fits with the spy narrative.”
“I genuinely believe the strength of the offline proposition is what’s encouraging people to then go investigate online. There has to be a strong correlation between the two or we will fail.”
Gail Dobinson, global head of marketing and PR, Ted Baker
Marketing ‘has caught up with science fiction’
Very.co.uk has previously talked up the potential of shoppable Instagram videos and while the Ted Baker video is only shoppable on Selfridges.com and its own website, Smith says the work will put shoppable videos on the map for marketers. It is a format, he says, that will only keep on evolving channel-to-channel.
“If you look at what people are doing with GPS, search, beacons, voice activation and now with shoppable films, then it’s clear the sort of advertising seen in movies such as Minority Report is no longer science fiction,” says Smith.
“We’re in an age where consumers are almost disappointed if an ad doesn’t have some form of extra interactivity. People want to be able to shop directly from whatever it is they are hooked into.”