Calvin Klein is making its first move into cyberspace with an interactive campaign for its unisex fragrance CK One.
The campaign for CK One, estimated to cost around $10 million, is indicative of marketers' efforts to attract the attention of growing numbers of consumers online. This is particularly true of brands targeted at young, affulent, trend-setting shoppers, such as Levi and Diesel.
The concept for the CK One campaign was created by Wieden & Kennedy who also has Coca-Cola, Microsoft and Nike on its books.
The online advert centres around a group of characters - Anna, a schoolgirl, Tia, in her twenties and setting out on a career, and midlife city man Robert, and their lives which slowly unfold in TV and radio ads.
People can email any of the characters they see in the ads. The responses are prepared and expand on remarks they make in the adverts.
The idea is that even if the responses are meaningless, consumers have taken note of the ad and winged off an email. For the moment Klein believes the company will get more feedback from an interactive ad such as this than a Website.
The campaign is scheduled to go live in Europe this week.
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