To stand out and prove its anti-conformism, the launch of the new Be Stupid campaign signed by Diesel integrates non-regulated and differentiating media to create buzz. The reasons for being of the "sulphurous" Italian ready-to-wear brand Diesel are anti-conformism, self-affirmation and desire to stand out in order to constitute a real alternative to market standard in fashion. Advertising campaigns of the brand convey this state of mind very widely and are by the way often controversial.
Therefore, when it comes to communicating in an unconventional way around the "Be Stupid" slogan, media responsible for generating buzz and for conveying this atypical advertising message must be just as much. Thus, during the launch of the communication campaign for the new Diesel Spring-Summer collection, various guerrilla marketing tools such as Clean Tag and Display Board are deployed initially on a selection of young and trendy neighbourhood of the city. The strategy adopted by the Urban Act agency is to rely on impacting and emerging tools in order to dynamically initiate an interaction with the target.
In addition, thousands of t-shirts come in a second phase to "dress up" the street furniture as part of a participative happening to convey key words and philosophy of this campaign, namely carefreeness, boldness, and anti-conformism.
The goal of this teasing operation is not only to feed buzz around the Be Stupid claim in an original and impacting way but also to invite Parisian public to put this concept into practice and to be bold in taking over the Be Stupid branded t-shirts and at the same time this campaign combining visibility and interactivity.