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February 5, 2013

Apps drive extra content for 3.1 Phillip Lim and Moët & Chandon

Lucire staff/5.55

3.1 Phillip Lim has launched its spring 2013 advertising campaign, photographed in New York by Alessio Bolzini, styled by Nancy Rohde, and modelled by Katryn Kruger, Franzi Müller and Jacob Coupe. James Lin creative-directed the campaign.
   The campaign will break in Another, Love, Interview, The Gentlewoman and Vogue. It will also be seen online and at New York and Los Angeles fashion weeks. There will also be an Agent 3.1 custom app, which allows users to access exclusive content by scanning branded print materials.
   The app also permits access to a behind-the-scenes film for the campaign, which can also be viewed at www.31philliplim.com.
   Meanwhile, Moët & Chandon is promoting its Moët Rosé Impérial for Valentine’s Day, along with its Declare Your Love Bag, which allows buyers to customize their bottles.
   The package (retailing at NZ$69·99 at Glengarry’s in New Zealand) includes a pen and booklet with stickers for customizing the bottle, with messages including ‘Be Mine!’, ‘I [heart] You’, ‘Let’s Celebrate!’, ‘Marry Me’ and ‘La Vie en Rosé!’
   Moët’s website provides dating tips for Valentine’s Day, tasting notes, and recipes for food to complement the champagne.
   As with the 3.1 Phillip Lim campaign, Moët has an app for Apple Iphone and Ipad. By scanning a QR code, users can upload their favourite Rosé Impérial moments and customize their photos with filters and messages.

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