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."
