HONG KONG – Monday April 27, 2015 – American Eagle Outfitters, the clothing and accessories brand with a strong ethos of self-expression and the brand motto, “Live your life”, launched ‘#AEOLive Express’ over the weekend, encouraging fans to express themselves by creating their own unique and individual mottos and make a tattoo out of it. The campaign is launched in parallel with the new Destroyed Denim line.
The through-the-line campaign created by TBWA\Digital Arts Network\Hong Kong (DAN) continues to follow the theme of originality and self-expression with the brand’s motto, “Live your life”, which also saw huge success in last season’s campaign #AEOLive MEGAzine, inviting fans to express themselves through music and dance on Instagram.
The #AEOLive Express uses voice and word recognition technology, allowing users to turn their mottos into temporary tattoo-stickers which allow customers to unveil their personalized sayings through carefully placed holes in their jeans; ideal for the recently launched ‘Destroyed Denim’ – a collection of stylishly designed ripped jeans for the Spring/Summer season.
The #AEOLive Express will again visit Hong Kong’s key business and shopping districts such as Causeway Bay and Tsim Sha Tsui from May 1-3, targeting the busy shopping weekend. The campaign has been publicized on AEO social media channels including Facebook and Instagram.
“This is totally in line with the brand’s motto, ‘Live Your Life’, and AEO wants people to showcase their own uniqueness by the expressions they choose to (temporarily) ink and peep through their denim holes”, commented, Samson Li American Eagle Outfitter Senior Regional Marketing Manager.
“Millennials are looking for fun but relevant ways to express their ‘here and nows’. By using voice and word recognition technologies we have found a fun quirky, and not to mention ‘hands-free’ experience of finding your words and wearing them proudly”, added Pauline Wong, Business Director of TBWA\Hong Kong.
Visit the AEO Instagram page at:http://instagram.com/americaneaglehk
Visit the AEO Facebook page at:https://www.facebook.com/AmericanEagleHongKong
Project Name: “#AEOLive Express”
Creative Agency: TBWA\Digital Arts Network\Hong Kong (DAN)
Client: American Eagle Outfitters Greater China
Executive Creative Director: Esther Wong
Creative Team: So So, Alan Wong, Penny Lau
Digital Production: Herbert Ng, Christina Ahn, Alex Gong
Account Servicing: Pauling Wong, Gerald Tam
Social Media Creative: Season Chan, Joey Wong
Run Dates: (start - end) 24 APR – 3 MAY
Category/Exposure: (TV, film, print, etc.) OOH, Print, Digital & Social
Territories: (countries where running): Hong Kong
FOR MORE INFORMATION:
Director of Marketing and Communications
TBWA\ Hong Kong
Direct: +852 2833 9805
Director of Marketing and Communications
TBWA\ Asia Pacific (Hong Kong)
Tel: +852 2573 3180
Mobile: +852 9220 1285
For more news from the TBWA network please visit: tbwa.com/news
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