News & Views

Ted Baker / Mission Impeccable

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

Clothing brand’s spy drama comes to life via a shoppable film, and an online and in-store scavenger hunt

Ted Baker has launched its autumn/winter collection with an mysterious spy narrative, which begins with a shoppable film and continues on social media and through a Google Voice experience.

The 1950s-style spy drama follows T.E.D, played by the clothing brand’s founder and CEO, Ray Kelvin, as he deploys his agents to combat a dangerous opponent known as The Needle. Produced by Guy Ritchie and directed by up-and-coming duo Crowns & Owls, the Mission Impeccable film allows viewers to click on outfits, and buy directly from Ted Baker’s website or save clothes to a ‘vault’ on the site. The film will also be hosted on the websites of department store partners – Selfridges in the UK and Nordstrom in the US.

The espionage plot extends to Ted Baker’s social media sites where The Needle took over the brand’s Instagram, Facebook and Twitter channels to post clues and build intrigue in the run up to the film’s launch. People who took part in the online scavenger hunt had the chance to win prizes, such as tickets to the launch event.

Ted Baker and agency Poke, London, partnered with Google to draw out the espionage narrative, offering the chance for shoppers and passersby to interact with the brand’s London flagship stores’ interactive windows on Floral Street and the Westfield mall. People can use voice search to ask the Google app the slogan written on Ted Baker’s store windows, saying code words to unlock clues and win prizes, including a £1000 ($1,325) shopping spree. Clues can only be unveiled when the user is in proximity of the store during opening hours. Global brand communication director, Craig Smith, described the initiative as an ‘extensive surprise and delight reward programme around the world’.


Contagious Insight / 

Smart stories / Ted Baker’s film is stylish and the plot is intriguing, but not so engaging that viewers are distracted from admiring and considering the outfits on show. Although Ted Baker has used shoppable films in the past, the execution is high quality and the campaign’s extension, through all social media channels right through to retail ensures that the intrigue permeates across all touch points.

Stylish intrigue / The combination of chronofencing and geofencing to unveil clues only when they can drive the user in store is a smart move, ensuring that the campaign capitalises on the intrigue it provokes.

Ted Baker has established a strong heritage of using social media to intrigue and challenge users, from its Instagram-based festive treasure hunt to hiding clues behind Instagram filters to launch its spring/summer 15 collection. The integration of the Mission Impeccable draws the film, narrative, social media and retail together into a cohesive whole that should entertain and involve customers, ultimately driving footfall in store and sales



This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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