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Freya launches all-female podcast campaign with Refinery29

Freya's new podcast
Freya’s new podcast

UK lingerie brand Freya has launched a new podcast series called When Life Gives You Melons hosted by TV presenter Maya Jama.

The all-female content is targeted at busy, commuting women. It will see eight episodes focusing on subjects including boobs through to breakups, as well as careers, friendships and more.

Chief marketing officer, Laura Simon, said: “Freya is a fun, modern brand for fun modern women. That means engaging directly with our audience in the most entertaining way possible – and the smartest way to do that is by being exactly where they are.

“Podcasts are one of the fastest growing mediums amongst our target audience, so our aim was to create a brand new channel that would entertain and inspire them as they go about their busy day – giving them support, laughter and great advice direct in their ear.”

The Podcast will be amplified across Europe through social media, PR and via talent and influencers, echoing media consumption habits of the Freya audience. Its reach will also be extended further through media partner Refinery29, who will push the campaign on both its UK and German sites via editorial features, social media takeovers, display media and product articles.

When Life Gives You Melons is available to download via iTunes and podcast provider, Acast. It was developed with creative agency The Romans.

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film social media

Omega releases Starmen moon landing film with George Clooney and Buzz Aldrin

George Clooney and Buzz Aldrin in Omega's Starmen film
George Clooney and Buzz Aldrin in Omega’s Starmen film

Omega is celebrating Moon Day with a short documentary called Starmen, which sees brand ambassador and actor George Clooney meeting astronaut Buzz Aldrin.

In the six-minute film the duo relive the infamous landing of 1969, by watching the original Apollo 11 footage – recalling an eight-year-old Clooney witnessing Aldrin become one of the first men to walk on the moon.

He tells his boyhood hero: “We looked through the telescope [that we’d bought] and I explained to my parents that I could see you guys walking on the moon at that point – which of course was impossible.”

He goes on to talk about the idea of everyone being obsessed with the space programme at that point and for the optimism it brought. “Everything was about the possibility of the imagination,” he notes.

The film also marks the 60-year anniversary of the Omega Speedmaster Professional Chronograph, the only watch used in all of NASA’s piloted space missions. Buzz Aldrin was wearing it when he landed on the moon nearly 50 years ago, which is what gave it its nickname as the Moonwatch.

Further celebrating that fact is a campaign called #speedmasterfans, which sees more of the watch’s famous fans posing for portraits while wearing their timepiece. Consumers are also invited to upload theirs to social media using the hashtag.

The 60-year anniversary of the Omega Speedmaster,the only watch used in all of NASA’s piloted space missions
The 60-year anniversary of the Omega Speedmaster,the only watch used in all of NASA’s piloted space missions

 

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Editor's pick mobile social media

Gucci launches new geo-based content campaign for cultural locations tied to the house

Chatsworth House in England is the first location in the Gucci Places campaign
Chatsworth House in England is the first location in the Gucci Places campaign

Gucci has unveiled a new content campaign dedicated to exploring the locations around the world that have inspired the brand over the years.

Gucci Places, as it’s called, promises to reveal a line-up of “special locations that hold a cultural connection to Gucci, revealing extraordinary beauty and spellbinding stories”.

At the heart of that is a new section on the brand’s app that features content of each venue, including text, images and videos, as well as detail of any upcoming events. Users will also receive a notification when they are in proximity of a Gucci Place, giving them the opportunity to “check in” to win an associated badge.

First up is English stately home, Chatsworth, home to the Duke and Duchess of Devonshire, where Gucci is currently sponsoring an exhibition curated by Vogue’s Hamish Bowles, which showcases clothing from the past 500 years belonging to the family.

“Fascinated with British culture, from punks to English gardens, creative director Alessandro Michele cites ‘a British attitude’ in his work – and after shooting the Cruise 2017 campaign in the House and grounds, identified Chatsworth as a natural partner for Gucci,” reads the write-up.

The house was revealed via an illustrated short video on social media (as above), driving users to the app and brand website to explore it further. That creative work is also representative of a series of exclusive products created as part of the Gucci Places initiative. Each piece features Chatsworth and Gucci Places patches and will be on sale only at the Chatsworth store, and Gucci’s Sloane Street store in London.

Gucci Places
Gucci Places