Benetton launch a digital campaign

Benetton decided to launch a big campaign all over the world named “It’s my time”. This campaign appeared on internet to invit the consumers to show their own style.
Benetton exist in 120 countries in the world. It sell, in a year, 150 million of clothes which represent 2 million euro in 2009. In the world, we can see 6 300 Benetton’s shop. To continue its growth, it decided to make a new campaign, using internet !

Benetton is famous because of its shock advertising. But, now, it’s not sufficient. It arrive on the digital world with a campaign 100% on Internet. “It’s my time” was created like a platform for the Global Fashion Community.

The consumers can create their own profile and put on it their pictures. After that, every people can be chosen to do the next campaign of Benetton. So fashion people who love the brand can take part of an interactive contest. Thanks to that, fifteen people worldwide won a photo shoot in New York. The next twenty will go to London.

To promote this game, there were posters, information on Facebook, and in newspapers. It was, of course, a success, like everything done by Benetton.
Laura G.