Ralph Lauren: Mobile to store cross-continental campaign

Julien Houdayer and Maya Kosovalic

Campaign Details

Brand: Ralph Lauren
Brand Owner: L'Oréal
Lead Agency: S4M
Countries: Brazil, United States
Industry: Luxury retail
Channels used: Mobile & apps, Websites & microsites
Budget: Up to 500k

Executive summary

The principal challenge was to target Brazilian tourists on the move across continents who are disconnected from traditional media (TV, radio, print). In order to do so, the target audience was identified and geo-localised around the initial departure area at the international airports terminals in São Paulo and Rio de Janeiro. The difficulty was in making the brand stand out in an advertising environment that is intensely crowded with different brands and points-of-sale. So, the creative and messaging was hyper-personalised in order to leave an impression, instead of irritating the targeted user on a very intimate medium: their mobile devices.