The Brief
Cotton On is a phenomenon in Australian urban fashion with over 600 stores nationally. Despite the company's size and success, they've remained true to their family values.

Through their relationship with charity Youth Beyond Blue they became aware of a shocking statistic; that 70% of young Australians suffer from depression and anxiety.

Youth Beyond Blue wanted to take a different approach to the problem by encouraging young people to simply 'talk about it' with those closest to them.

Cotton On responded by creating a limited edition range of T-shirts for guys and girls with profits going to Youth Beyond Blue's work into depression and anxiety.

Our challenge:

Create a campaign that captures the attention of young Australians
Drive purchase online and in-store for the limited edition t-shirts
Raise awareness of depression and anxiety and encourage young Australians to 'Talk About It'.
 

The Idea
It was clear that to differentiate from all the other fashion retailers doing their part for various charities we needed to have a really big hook. Something Australians hadn't seen before in retail fashion.

Our inspiration came from two main areas:

We had spent some time doing some research into augmented reality and trying to push the technology to do more interesting things than we had previously seen.
At the same time we had just completed a successful campaign for another client where we had brought in a popular artist for an exclusive performance.
Knowing that the target audience held music high on their desire list, particularly exclusive experiences, we started thinking about combing these two pieces of stimulus into one idea.

Band In Your Hand was born.

Your ticket to an exclusive performance you could experience in the exclusive privacy of your own bedroom from one of your favourite artists. A feel-good thank you for purchasing a T-Shirt and participating.

After purchasing a Talk About It tee, customers were given a sealed ticket pack to unlock the exclusive augmented reality gig.
 

The Results

Over $50,000 donated to Youth Beyond Blue
5,419,767 impressions over the campiagn period
9,9924 uniques to the augmented reality site
1 estatic client
1 happy birthday song sung to creative directors wife performed by The Temper Trap
 

Links

Download the AR Marker

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