Fred Perry appoints Abel & Baker for an internet image task

The interactive ad agency Abel & Baker has been appointed to develop an online marketing campaign for the fashion brand Fred Perry.

The agency will launch a campaign consisting of two microsites designed

to enhance the image of the brand internationally. Both microsites will

go live this week.

The first microsite is at www.veryveryfredperry.com where users can

upload photos of themselves or friends, family and colleagues in Fred

Perry clothing.

This microsite is aimed at the loyal fans of the brand and is not

designed to engage new customers. It is intended to have a viral,

peer-to-peer effect as users can forward links to the photos.

The second microsite of the campaign, "Singing Chaps"

(www.fredperry.com/singingchaps), is aimed at potential new customers

and offers free singograms - singing, animated e-cards - based on a

vintage Fred Perry poster.

John Flynn, the managing director of Fred Perry, said: "Fred Perry going

online has given us dialogue with lovers of Fred's worldwide. We believe

Abel & Baker's approach will help expand what has become a quite

personal dialogue between the brand and its followers."

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