If not here, then where? A curious and fashion-crazy crowd gathers at the Sónar Festival in Barcelona. With good music, good vibes and good weather, Sónar is “the place to be” for Desigual.
We accompanied the international label with the unique look on its way to even more individuality. Desigual was one of the main sponsors of the cult festival and we provided the appropriate communication – so we were sure to attract the attention of the target group and the media.
We spread the Desigual spirit at the festival with creative activities such as the Suco Session by Desigual, a kind of silent disco with yoga influences, and the presentation of a progressive Sónar Capsule Collection.
We also invited German journalists to Barcelona as part of a press trip to show them Desigual live at the Sónar Festival.
For especially authentic brand communication, we placed Desigual in all relevant niche and consumer media to achieve the widest possible reach.
The highlight of the campaign was our cooperation with Highsnobiety, a streetwear blog that’s especially relevant to Desigual’s target group. Together with Highsnobiety, we produced three advertorials for Desigual. The protagonists of our campaign were RnB Queen Aleesha and Desigual’s CMO Guillem Gallego.
Desigual’s sponsorship of the Sónar Festival marks a milestone in our joint brand development. Through cooperation with Highsnobiety and other niche and consumer media, we created touchpoints between Desigual and an individual fashion community. The advertorials generated above-average reader retention times and impressions (125%).