Dive Brief:

• Diesel is running the typical billboard and print ads for its fall push, but a major aspect of the campaign is mobile – specifically targeting millennials on social media platforms like Shazam and Tinder, avoiding the more crowded Facebook and Twitter markets.
• The brand is also making use of programmatic ads in its mobile effort with 400 ads designed by creative director Nicola Formichetti.
• In addition, Diesel relaunched its website making mobile checkout easier for visitors.

Dive Insight:

Diesel is making a big push into mobile for its fall campaign, and is seeking its millennial audience on social media platforms. The campaign includes 400 programmatic mobile ads that will be served in part based on user behavior.Another indicator of the importance of mobile for the brand, Diesel revamped its website to make mobile checkout easier for website visitors.

Diesel’s creative director Nicola Formichetti designed the programmatic ads, and told Digiday, “We played with the contextual targeting and how people interact with digital devices. It’s all about being honest and telling it like it is, and communicating with our customer in a personal and unique way.”

The goal for the retailer is to catch users' attentions on their phones as the space isn't yet crowded by other ads.

Charlotte Day-Lewin, a partner Mindshare, the agency behind the campaign, told Digiday, “We prioritized finding our customer in a digital landscape. It’s translating desktop research and rebuilding it to be relevant for programmatic. That’s how we ensure we got the right message in the right place at the right time.”