Dive Brief:
- Champagne brand Moët & Chandon has teamed with fashion designer Virgil Abloh on a campaign to custom-wrap several bus shelters in Chicago with "For Display Only" tape, according to details provided to Marketing Dive.
- The campaign, which promotes the limited-edition collaboration Moët & Chandon c/o Virgil Abloh, includes a pop-up tape dispenser event on Nov. 2. Fans over the age of 21 can stop by one of three bus public bus shelters to pick up their own "For Display Only" adhesive. The bus shelters will remain wrapped until Nov. 20.
- Moët and Abloh are also releasing two limited-edition bottles of Moët Nectar Imperial Rosé, including a three-liter jeroboam, available only to Abloh's friends and family, and a 750 milliliter "ready-to-wear" bottle available nationally at Clos19.com.
Dive Insight:
By teaming up with Abloh, Moët is likely hoping for a viral moment, since the designer and his Off-White fashion label have massive social media followings and frequently drum up buzz through their collaborations. Abloh, who was recently named artistic director of Louis Vuitton's menswear line, has 3.1 million Instagram followers, while Off-White has 5.4 million.
Off-White is also known for its ironic style, with designs frequently featuring words and phrases in quotation marks, like a scarf with the word "scarf" printed on it, as reported by Vox. Moët's out-of-home bus station wraparounds and ticket-dispensing events with Abloh fit in with that M.O.
The pop-ups around Chicago, Abloh's hometown, could attract plenty of attention, as fans will be able to grab a unique piece of the designer's work. Interactive branded pop-us often spur consumers to share their experiences on social media as well, which can generate buzz.
The new campaign creative and limited-edition rosé bottles are part of Moët's efforts to drive brand awareness and purchase intent among younger drinkers. Millennials are drinking more wine than older generations and show a preference for rosé. The hashtag #roseallday is linked to nearly 400,000 social media posts.
Out-of-home advertising, such as the bus shelters, can help brands build out fan followings. Brands devoting 15% or more of their media budgets to OOH had a 24% increase in brand trust and 106% increase in perception of brand quality, according to a recent study by IPG Mediabrands' Rapport.
