Case study: Louis Vuitton explains ‘The Art of Packing’

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This interactive ad from Louis Vuitton makes smart use of the brand’s luxury image, targeting high-end shoppers ahead of the holiday season. But why was it developed in Flash, alienating affluent iPhone and iPad users? This case study looks at the pros and cons of the fashion brands latest foray into digital marketing.

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Brand: Louis Vuitton | Country: Sweden| Agency: Kokokaka | Sector: Clothing, Retail | Format: Web, Video

This interactive ad from Louis Vuitton makes smart use of the brand’s luxury image, targeting high-end shoppers ahead of the holiday season. But why was it developed in Flash alienating affluent iPhone and iPad users? This case study looks at the pros and cons of the fashion brands latest foray into digital marketing.

The interactive, step-by-step tutorial to instruct website visitors in the “art of packing.” The web app outlines the basics — place heavy items at the bottom, wrap shoes in felt bags — as well as some of the more nuanced points of packing a suitcase or travel bag.

The app begins with an empty Louis Vuitton case positioned in the middle of the screen, surrounded by various items of clothing and a number of accessories – several of which are Louis Vuitton-branded, naturally.

The user is presented with various suggestions on how to pack your case in an orderly and sensible manner, thereby avoiding the need to call for help.

“For efficient packing, the first trick is to lay out everything needed for the trip in order to ensure that nothing gets forgotten,” reads Tip 1.

Click on the items to pack them in the case, while reading the tips that appear alongside. “The trick to efficient packing is to place the heavy objects at the bottom of the suitcase,” Louis Vuitton kindly suggests. For optimum space efficiency, shoes should be filled with accessories such as belts and socks before placing them inside felt bags and into the case, it says.

The tutorial invites visitors to pack three different pieces of LV luggage in total — a trunk, a rolling suitcase and a travel bag — entirely with LV-branded clothing and accessories. Users can click on individual garments to get more specific instructions on how to fold them.

The site syncs with the brands stylish image, and has attracted nearly half a million YouTube users. It also caught the attention of numerous fashion magazines and blogs.

However, the ad is developed in Flash, meaning users who attempt to visit the app on their iPhone or iPad devices will be redirected to the homepage.

http://www.louisvuitton.com/front/#/eng_US/Collections/Women/Travel/stories/The-Art-of-packing

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