Case Study: French Connection - FCUK | Media: MSN | Country: UK | Sector: Clothing | Objective: Brand awareness, brand repositioning, buzz | Format: In-game advertising
In-game advertising on the Massive network provided the genuine buzz needed to establish FCUK as a leading fashion brand for young men. Previously used as a campaign slogan by clothing brand French Connection, the big rises in awareness and word-of-mouth recommendation delivered by the campaign helped to establish FCUK as a brand in its own right.