Comments on: Louis Vuitton and Keith Richards | Viral marketing magic

By: Fashion Merchandising

Fashion Merchandising — Tue, 25 Aug 2009 09:05:26 +0000

he was a London hippster when Mike Meyers was still in nappies

By: Louis

Louis — Thu, 29 May 2008 11:28:43 +0000

The campaign is a breakaway from the usual good looking models on almost any ad you can think of. Sorry, it’s not that Keith is ugly but when I first looked at it, it felt like a painting and somehow that impressed me differently from ordinary ads. Till now, I am still not sure whether Keith’s greenish and brownish skin tone is painted on. Is this a good enough reason to want to discuss the ad online?

By: Joanne Tse

Joanne Tse — Wed, 21 May 2008 06:19:58 +0000

Although this ad campaign has generated a lot of buzz, I believe LV can do much better in the Fashion 2.0 world. Louis Vuitton is such a strong brand. I really believe they should invest more money in the online world. For example, they can do a video interactive ad similar to the Apple one (MAC vs PC) on NY Times website. I think this can create more conversation opportunities with their loyal fans.

By: Business of Fashion

Business of Fashion — Fri, 16 May 2008 22:11:07 +0000

@Vikram: Well said.

By: Vikram Alexei Kansara

Vikram Alexei Kansara — Fri, 16 May 2008 21:44:30 +0000

The campaign concept is sharp. It revives the brand’s travel heritage, speaks well to a broader non-fashion audience, and is extremely buzz worthy. But it must be said that the online articulation has been less than breakthrough. The “behind the scenes” YouTube footage feels like an afterthought. And while the “video diaries” at journeys.louisvuitton.com are textured and authentic, I think LV is missing an opportunity. Digital media is unique in its ability to not only message, but actually demonstrate a brand promise. In this case, the promise is: “for Louis Vuitton customers, travel is an emotional journey.” LV should use the online channel to enable consumers to test drive the brand and actually turn their routine business trips into emotional journeys.