Fashion marketplace The Iconic has launched a shoppable YouTube campaign, taking advantage of a new Google extension to allow customers to click on the ad to be taken to new looks from The Iconic’s sport range.
The ‘hit the blue button’ campaign was created specifically for YouTube’s new capabilities, and was conceptualised by advertising firm The Glue Society and produced by Revolver. It showcases athletes performing exercises, inviting the viewer to hit the button to view the range and “instantly relieve them from the strain of their activity”.
“For us at The Iconic, people are at the heart of everything we do and we’re always looking for new and meaningful ways to connect with our customers,” said The Iconic’s chief marketing officer Alexander Meyer.
“We have the most comprehensive assortment of sport apparel and footwear in ANZ, and we wanted to find an innovative way for our customers to engage and shop sport with us.”
Vix Berthinussen, creative development lead at Google, said it was an excellent example of made-for-platform content that is aimed at driving user engagement.