CLEO Integrated Launch
Challenge
The Samsung CLEO was a style of phone that had never been seen before: a candy-coloured compact flip featuring a full QWERTY keypad. With its styling and functionality, it was perfect devices for ‘tweens and teens that loved to text, but were not yet ready for a full data device. The challenge was to reach this consumer in an innovative way that used its fashionable styling to differentiate it from competing devices.
Strategic Approach
Reviewing the competitive landscape and target market, Espresso hit upon a key insight: with such a unique look, CLEO’s brand identity was closer to haute couture than high technology. By leveraging the handset’s high style and visual appeal, Espresso built the integrated Kisses from CLEO program to take the phone from retail stores to the runway, targeting teen girls.
Execution
Online, CLEO departed from the traditional microsite format and instead was the star of a fashion-forward destination site. Designed to look like a stylist's desk littered with everything from a fashion magazine to beauty products, visitors were able to interact with each object and open up different sections of the site. The CLEO Clique section showcased both video and written profiles of inspiring and influential Canadian women, and was constantly updated over the course of the campaign. It also invited visitors to join in on the CLEO experience and submit their own profile with selected picks going live to the site every two weeks.
A natural partner for the candy-coloured CLEO was Cake Beauty, who paired with a special edition handset for the Kisses from CLEO campaign. Customers were given a Cake Beauty lip sorbet and CLEO phone charm with purchase, all packaged together in a shimmering jewelry-style box.
Espresso also dedicated a great deal of time towards social media monitoring and outreach in order to keep CLEO's online presence as relevant and frequent as possible. Fashion and style bloggers were personally invited to join the CLEO Clique or meet the CLEO on the runway at various events across Toronto.
CLEO's first foray into Toronto's style scene was during L'Oreal Fashion Week, as the sponsor for designer Katya Revenko's Spring 2009 line. CLEO hosted an after-runway party at the Drake Hotel, complete with decadent branded cupcakes, paparazzi-style photo sessions against a CLEO backdrop, Cake Beauty giveaways, and hand massages to keep fingers agile for texting with CLEO.
Fans of CLEO and Katya, however, didn't have to be at Fashion Week or the afterparty to feel stylishly connected. The CLEO website hosted a contest open to all customers for the chance to win a custom-designed Katya Revenko dress, complete with studio-fitting and a luxurious stay in Toronto.
CLEO infiltrated the runway again when Samsung served as the title sponsor of Fashion Takes Action. Designers were invited to create custom CLEO carrying cases, which were paraded down the catwalk and available to guests in a silent auction.
Between shows, CLEO entertained the crowd by projecting a series of quirky text-to-answer polls on screens throughout the room. Viewers were engaged by the fast participation: results were automatically refreshed on screen after each choice was texted in.
Results
CLEO's fashion-forward debut earned it a reputation as the ultimate accessory for the style-conscious. The CLEO microsite received over 29,000 visits throughout the duration of the campaign, with 200 members registering for the CLEO Clique. The handset itself was featured in the National Post’s 2008 holiday gift guide, as well as in FASHION magazine's gift guide. The campaign and product launch was profiled in Strategy magazine, and mentioned online at Engadget, Popgadget, Yahoo!, and Torontoist.
