by Jonathan Marshall
Clever, suggestive and knowing… This viral video reminded me of one I saw a few months back where a small cell phone company paid actors to look like tourists and ask passers-by if they could take a picture of them using the company’s brand new phone. Aubade used a similar tactic with this video, and paid people to take pictures and create chatter on the street and at the doorstep while a mysterious woman undresses in front of her window.
“A French symbol of elegance and refinement, Aubade has always looked for new technical innovations, discoveries and metamorphosis. An expertise and corset-making tradition that have largely contributed to the change in women’s outlook on their femininity today. Aubade is a top-of-the-range lingerie brand, an ode to femininity and its power of seduction. Inspired by courteous love, the choice of the name Aubade in itself brings to mind the game of seduction.” – www.Aubade.com
This identity and successful branding has been ingrained in the company since the late 1950s, so it’s no surprise that the company’s seductive personality makes it’s way into the concept of their new viral video. Hats-off to the creative agency that made the video in an attempt to create a buzz for launching their new Aubade website — www.frenchartofloving.com. And with over 36,000 views in 3 weeks, I’d say it’s on-pace to be a relatively-successful effort in the viral video world.
Two things: If it’s not broken, don’t fix it. “The Power of Seduction” concept has worked well for Aubade throughout the company’s existence, and the longer it continues to work the stronger the idea and consumer recognition of the brand becomes. They clearly have always had brand experts involved in every aspect of their business. And this video just goes to show that if you truly believe in your brand and your marketing efforts are strong enough, you can create a concrete identity for a company that can last for decades – regardless of the evolution in advertising mediums.