Calvin Klein Cosmetics Co. launched a new advertising campaign for its cK one fragrance that includes a global email component.
Developed by Wieden & Kennedy/NY in collaboration with Calvin Klein’s in-house agency, CRK Advertising, the campaign features a new cast and introduces an interactive element: personal email addresses for each character depicted in the advertising.
By sending a message to the addresses, consumers can begin personally interacting with the characters, forming connections to the campaign and its cast.
“The next cK one generation has different values and communicates in a very modern way,” the company said. “What you have is a new kind of intimacy that’s really a paradox–people all over the world are more in touch than ever, but they’re doing it one-to-one on email and the Internet. When we take this new campaign to email, it makes it very personal. People are sharing more and they want to know more.”
The three characters introduced through advertising in 1998–Tia, Robert and Anna–can be reached by emailing firstname.lastname@example.org, email@example.com and firstname.lastname@example.org. The addresses will be featured in print images shot by Richard Burbridge and in television spots directed by Mark Romanek. More characters will be revealed in 1999. Spending on the campaign was not disclosed.
The campaign’s email component has a simultaneous worldwide availability, with print and broadcast advertising support in the U.S., Canada, Mexico, Argentina, Venezuela, Peru, Uruguay, Italy, France, the United Kingdom, Germany, Saudi Arabia, Japan, Singapore, Taiwan and Australia.
Fifteen and thirty-second television spots will debut in mid-November on spot television in 30 U.S. markets and on network cable including MTV in December. Radio spots will air in November in more than 20 U.S. markets.
Print will debut in December entertainment/lifestyle magazines such as Entertainment Weekly, with a regional focus including the New York Times, Los Angeles Times and Chicago Tribune magazines. Outdoor advertising will include billboards and bus shelters.
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