THE TASK:
The new Blackberry Z10 smartphone wanted to align themselves with style-conscious women and create a buzz.
THE RESPONSE:
We partnered with Liberty to create a campaign to find Britain’s next big fashion talent. Anyone could come along – from fashion students to budding homespun talent, there were no minimum entry requirements – and each entrant was treated to ‘speed pitch’ their ideas. The competition ran for two successive years.
THE CREATIVE:
Contestants queued up from dawn and showed their designs in front of a panel of top designers and industry experts including Henry Holland and Jonathan Saunders. The winners got to be featured in the magazine and had a shop window display in Liberty. One winning designer even got her scarves sold in store.
The competition created real buzz online, sparking articles in the Evening Standard, Drapers and fashion blogs.
For those who were not budding designers, or who could not make it down to London for the day, the partnership invited readers onto an interactive micro site where they could design (and win) a case for the BlackBerry Z10. The site showcased the features of BlackBerry Hub, as well as the camera and video features. The winning design was later featured in the magazine.
The partnership was further strengthened by the launch of the new Grazia mobile app which was launched exclusively on the BlackBerry Z10. This continued the development of the Grazia brand across multiple social platforms – from Twitter to YouTube.
Lucy Dunn 