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We Are AllSaints

Client: AllSaints

The Business Problem

AllSaints are a brand with great recognition on the high street and a dedicated core following, however getting new people into the store is something that's more difficult. People have a very set view about what the product is (which hasn't changed for the past few years), and this isn't helped by the fact that they struggle to see in the store past sewing machines. We wanted to show people that AllSaints are changing, starting with a new and very different collection for A/W 2012.

The Idea

Celebrating AllSaints' heritage as a true fashion original with strong links to the creative industry we collected the next wave of up-and-coming creative talent and bought them together in a big celebration of everything that is AllSaints. From writers, musicians and artists to poets, dancers and filmmakers we scoured the country for the brightest talent and people who best represented the AllSaints creative spirit. A 60 second film introduces our Saints, showing them in their individual worlds before their journeys bring them together. 

An immersive digital experience then brings their world to life in a more interactive way as you’re able to navigate your way through the individual characters, find out more about who they are and what they do. The tablet and mobile experience provides an interactive 135 degree panorama to see the stories behind the characters in the film but also allows you to go straight through to shop each look featured, ensuring a seamless brand experience from start to finish. 

The Results

The film was the wake-up call that encouraged our target audience to reappraise what AllSaints has to offer, but it was the immersive digital experience that ensured that this reappraisal translated into people spending time with the brand. 
With only a minimal media spend we achieved over 320,000 views in the first three months from a hard to impress fashionista audience. A third of these views carried through to the product pages, ensuring that it was an engaging experience that translated into sales too.

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