In July 2019, Hugo Boss fragrances launched a new addition to their “Boss Bottled “pillar called “Boss Infinite”, with a digital campaign geared towards the more outdoorsy “Man of today” and was fronted by their ambassador Chris Hemsworth. The campaign consisted of Chris Hemsworth challenging international Key Opinion leader chosen by the brand to experience an activity but while wearing a Hugo Boss suit. Each market had to choose local talents to create content while wearing a suit and challenge their followers (our consumers) to do the same. Being an international brand with strict guidelines and international content, the challenge that we face in all our campaigns and communication is to make the brand more localized. Another challenge that we faced was to make sure that the Hero product was the fragrance but in a subtle way.
Hugo Boss ‘The Suit Challenge’ Campaign
We used our internal resources (human and technological) to identify: what works best for the Saudi consumer, who are the talents with the highest followers in KSA and what type of content they produce, what are the magazines and websites that have the highest reach in KSA and that would cover both grooming and sports .We worked closely with the Hugo Boss global team to determine the right partners that speak to both the KSA consumer and falls into the global guidelines of the brand.
Our media partner was the sport focused newspaper Sport360, the number one sport newspaper and website in KSA (our main target) with 1.3M users . The content produced was used on print, web and social media outlets of the newspaper.
4 talents out of 5 were flown to Dubai. Each one had chosen a different activity to perform while wearing a suit: Omar Farooq for desert motocross, Hassan Ghoneim for paddle boarding, Muhannad Al Harbi for Tennis, Badr Al Zidane for basketball and Rayan Al Ahmari for Jet-sking. . After 2 days of shoot, from the desert to the beach, and tennis to basketball court, each influencer was provided with re-worked content that answers all our objectives. When it comes to the fragrance, it was integrated in only few instances in the videos to avoid the cliché beauty product shots.