A 360 interactive campaign intertwining between fiction and reality with Nina Sanders from GTST soap series.
Concept: The GTST storyline of WE x NINA is specially written around Nina Sanders (Marly van der Velden) who has a great affinity with fashion. Nina gets the chance to accomplish her dream as a fashion designer. WE Fashion gives her the task of designing a collection.
Nina showed her new collection and event, which was also held as a PR event after a big catwalk. After the final broadcast, the collection was online and exclusively for sale to WE, Me members after which the collection The next morning also hung in the store. The collection further received national attention through an outdoor campaign, WE X-mas magazine and various inserts in, among others, LINDA and ELLE. Finally there was a brandpromo with a price and a greeting with Nina.
In addition to Identspots and social media messages, the viewer in the storyline was involved in the new collection (logo and labels) by non-branded in program items. Which also gained ground in the Meerdijk app.
Awards: Esprix Awards Gold (Retail) & Bronze (Business to Consumer), ADCN Awards Bronze (Branded Content & Entertainment), TV Beeld (Best Branded Content Concept), Golden Cross Media Award.
Photography: Philippe Vogelenzang & Peter Stigter