Kenzo Bus drives smart brand activation for UAE launch

Brand agency
Retail brands can’t stand still. They need to constantly innovate and more importantly find ways to reach out to their audience.

Lately, we’ve seen a massive explosion of the pop up shops and gourmet food trucks, now French brand Kenzo is taking their brand to the streets with the Kenzo Fashion Bus.

Brand activation

As part of the Kenzo brand launch in the UAE, the fashion bus is hitting the streets of Dubai and Abu Dhabi to showcase its wares to its new audience. It’s a great new way to launch a fashion brand that enables the brand to go to interact with its potential customers in their world.

The London style double decker bus has been created to provide a paired back but still authentic Kenzo brand experience. With the signature navy blue polka dots that also create a homage to the Eiffel Tower, it’s a little bit of Parisian style on the streets of the UAE. It will also give the brand the chance to showcase their product in a much more powerful way than traditional advertising alone.

Retail brand agency

The campaign is also encouraging punters to follow the bus and its travels through the Emirate with a social campaign that’s hashtagged with #FollowTheKenzoBus.

activated retail brands

This sort of brand activation is not new for Kenzo. They took to the streets of Paris to launch their fragrance and they have also just set up a pop-Up Cafe in a branded Kombi van outside their Beijing store. If you’re in Bejing you can score yourself a free coffee by taking a picture and hashtaging it #KenzoBeijing.

Michael Hughes
Managing Partner, Strategy

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