US retailer Target is set to push shoppable videos as part of a campaign surrounding the launch of its collaboration with Italian design house Missoni.
Created with ad agency Olson, the online videos will allow consumers to click on items shown to open a pop-up window that enables them to add to their shopping cart without leaving the stream.
Olson’s chief creative officer Dennis Ryan told The New York Times the interaction offers an experience that is “far less disruptive – you just follow your bliss”.
The products on offer in the Missoni for Target range include apparel, footwear, luggage and home accessories, for $3 to $600.
The campaign stars Margherita Missoni, the granddaughter of Missoni founders, Ottavio and Rosita Missoni, and daughter of current creative director, Angela Missoni. It was directed by Alex Prager and inspired by Italian films of the 1960s.
In the videos, Margherita can be seen talking on a rotary telephone, having cappuccinos at a cafe and walking into a room featuring Missoni products. All the while she is carrying a postcard with a secret message revealed at the end saying: “Missoni for Target”.
“In the ’50s and ’60s, the Missoni brand really developed a voice that transported it out of Italy and into the United States, and that is what the aesthetic is inspired by in the campaign,” said Will Setliff, vice president of marketing at Target.
A further series of videos online will show Margherita demonstrating how to wear the Missoni brand’s bold prints. The campaign also extends to print with inclusion in numerous September magazines, as well as to mobile, with a dedicated site offering access to the video ads and the opportunity to download Missoni for Target prints to use as wallpaper.
The collection itself will launch in Target stores from September 13 through to October 22.