Campaigns e-commerce

ASOS and Boursorama team up to create extra-long discount code

ASOS and Boursorama Banque
ASOS and Boursorama Banque

ASOS has teamed up with French bank, Boursorama Banque, to launch an analog campaign with an extra-long discount code, in a bid to grab the attention of their mutually young demographics.

The code, which can be redeemed on purchases at, aims to publicize the fact that the Société Générale-owned bank is the cheapest in the country for young people.

Printed on newspapers and outdoor displays at French university campuses, it reads: “WeAllKnowThatYoungPeopleDon’tReadAdvertsForBanksSoJustToSayThatWeAreTheCheapestOnlineBank

In order to redeem the code online, customers then have to read through the entire copy and type it up during checkout on ASOS. In creating this unusual approach, the bank manages to find a new way to communicate with a customer base that is notoriously adverse to advertising.

Alexander Wang x adidas
Alexander Wang x adidas

Recently, brands have begun to deploy traditional advertising techniques as a way to pique the consumers’ curiosity and temporarily unglue them from their phones. To celebrate football player Cristiano Ronaldo’s historic move to the Juventus football club, Nike ran a billboard campaign in Turin, Italy that listed off his main accomplishments in heavy text, followed by a line saying: “Now forget it all, and do it again.”

Meanwhile, for the launch of the second season of the Alexander Wang x adidas Originals collection, the brands plastered key cities such as London and New York with fly posters that only read “TEXT TO BUY”, accompanied by a phone number and the brands’ logos. Ferdinando Verderi, creative director responsible for the campaign, spoke at length about their campaign and its approach to subverting established rules in fashion advertising, on a recent episode of the Innovators podcast by TheCurrent.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.


Burlington wins with adorable #backtoschool ads

US discount retailer Burlington Coat Factory has launched a fantastic campaign for the new back-to-school season, focused on what kids are thinking about as they look in the mirror and get ready for their first day back.

Being aired on TV as well as viewable on YouTube, the Cramer-Krasselt-created series is both terribly cute and laugh-out-loud funny.

The unicorn and the ninja are particularly stand out…


e-commerce Startups technology

Shopping tool Hukkster hits Time Inc’s top 10 NYC start-up list for 2013


Time Inc has revealed its third annual list of the 10 start-ups to watch in New York City, and… there’s a fashion name in there again.

Hukkster, as it’s called, follows in the footsteps of and Warby Parker (in 2012 and 2011 respectively) – highlighted by the Time Inc group as one of the most promising companies to transform the shopping space.

In this instance, it’s a tool that notifies shoppers when the products they want go on sale. Hukkster tracks more than 1,000 popular online stores, allowing any user to add its bookmarklet to their browser and then hit “Hukk It” when there’s an item they want to keep tabs on.

Once the price drops you get an email, a text or push notifications. You can also opt to only find out when it goes down by at least 25% or at least 50%.

According to WSJ’s profile on the start-up in 2012, and its founders Erica Bell and Katie Finnegan, each time a user buys an item they’ve been watching, Hukkster collects a fee for lead generation, using a third-party service that has relationships with more than 18,000 retailers. Its top revenue drivers, back when the piece was written, were J.Crew,’s Shopbop and Macy’s.

Furthermore, in November 2012, the Winklevoss twins led a $750,000 investment in it.

Hukkster appears in Time Inc’s list this year alongside nine other start-ups from a variety of fields. Included in them are ArchetypeMe, Custora, FiftyThree, Fitocracy, Grouper, IMRSV, Klooff, Qwiki and Upworthy.