The challenge

• To create something in the OOH space that would allow consumers to participate in the campaign, and create noise across Milan. The CK Jeans campaign featured Blanco, a hugely popular musician in Italy who is beloved by the CK audience.

The solution

• Bring Blanco and CKJ to the streets of Milan in an engaging way. We amplified traditional bus shelters - creating a takeover including shelter wraps with campaign posters for consumers to take home.
• Each shelter was wrapped in Calvin Klein Jeans creative along with a bespoke mechanism to allow the Blanco posters to hang on hooks, providing an easy opportunity for the public to lift the posters and take them away.

The results

• During the campaign period, over 70% of the campaign posters - nearly 5,000 in total, were taken by consumers over two weeks.
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“We are always looking for new ways to increase engagement and connect with our CK audience in a meaningful way. The Blanco tearaway OOH activation achieved a redemption rate of 70% with 5,000 posters taken by consumers during the two week campaign. The overwhelmingly positive results demonstrate the effectiveness of OOH and it will continue to be an integral touchpoint in our overall CK marketing strategy.”

Kristi Oppenheim

Marketing & Advertising | Calvin Klein

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