'MAGIC MOMENT'
As part of the headline sponsorship of the Hahnenkamm Races in Kitzbühel, Austria - BOSS unveiled “Magic Moment”, the first project to be launched by a fashion brand that uniquely combines smart technologies into one integrated solution within a physical product to enable users to directly control their product interaction with everyday moments.
Embedded as an innovation topic within the wider Hahnenkamm Races / BOSS x Perfect Moment capsule campaign coverage, the objective around Magic Moment was to enhance the BOSS reputation as a digital fashion player, catering to a key component of the company strategy 'Lead in Digital' as a 'premium tech-driven fashion platform'. My role was to work in collaboration with the Innovation Lead to deliver an experience within the Hahnenkamm Races context (including a strong collaboration on the user experience and journey). Also to ensure the project was in keeping with the wider campaign/event but differentiated enough to stand as a topic in its own right from a press/marketing perspective for amplification (also in collaboration with talent teams).
30 VIP guests were offered a unique experience that saw their ski jacket from the latest BOSS x Perfect Moment capsule transformed into a smart device, thanks to a custom NFC tag on the sleeve containing various technologies that were personalized to the individual wearer’s needs for the weekend.
After connecting their jacket to their mobile device, guests received access to a personalized web app that enabled them to unlock unique experiences. Then, simply with a single tap of their jacket sleeve, guests could access the races, ski slopes, and exclusive pop-up store gifting experience hosted by BOSS. In addition, contactless payment technology was integrated into the jacket, created in collaboration with Mastercard®, allowing users to make contactless payments anywhere by simply tapping their jacket sleeve.
CAMPAIGN INTEGRATION
With this innovation sitting as a pilot project for BOSS, the 'Magic Moment' component of the Hahnenkamm Races / BOSS x Perfect Moment capsule campaign project became a key press topic. One that would differentiate the BOSS sponsorship of the Hahnenkamm Races versus prior years, and act as a key entry point to fashion-tech media. This would serve as a means to enhance the BOSS reputation within the media landscape as a forward-thinking brand within the fashion category (catering to the 'Lead in Digital' strategic objective).
Hahnenkamm Races (Kitzbühel, Austria)
RESULTS
The project was among the winners of the 'German Innovation Award 2024' for its showcase of the merge between fashion with digital innovation (also as a means to drive circularity in fashion).
Press pick-up was strong with key fashion business titles picking up the topic:
Vogue Business
Textilwirtschaft
Tagwalk
Fashion Network
Wondernet Magazine