To help create buzz in an increasingly crowded and jaded market for designer collaborations, we took a different and more secretive strategic approach. Altuzarra is known as a sexual fashion label, one that teases with hints of sexuality, and lashings of confidence.
To amplify these brand attributes for the Target collaboration, a digital strategy was created that took advantage of the hype-machine that rules daily digital interactions.
Playing with timed releases, 'blink and you'll miss it' releases online and in-store, all building to crescendo of interest and fervor around the collaborations release. These 'teaser bombs' took their cues from far outside the fashion industry, all looking to create that sliver of excitement and intrigue that would bring fans of Altuzarra back to Target.
The campaign is released in September 2014.