chinese market expertise / integrated campaign
For the launch of the "Series 2" travelling exhibition announcing Nicolas Ghesquière’s second collection for Louis Vuitton, mcgarrybowen Paris was asked to drive traffic to the Beijing edition and create awareness around it.
Following the "Past-Present-Future" narrative of the event, we created a teaser campaign with QR codes giving glimpses of the exhibition to come via short videos. We then launched a WeChat mini-site showcasing the exhibition and the new collection. Using I-beacon technology, visitors to the gallery were able to access the e-exhibition and enrich their experience.