This document provides a summary of the Premium Insight report published in June 2013. The summary includes: 1) Premium Insight is a study by Same Same but different exploring digital strategies of premium brands, focusing on display, email, e-commerce, social media, and mobile. 2) The study includes the latest digital news, an analysis of an innovative case, and an introduction to a digital trend. 3) Same Same but different is a strategic digital agency for luxury brands offering digital operations, website design, mobile solutions, digital store, and consulting/training services.

1. PREMIUM
INSIGHT
June 2013

2. PREMIUM INSIGHT
PREMIUM INSIGHT
Premium Insight is a study made by Same Same
but different in order to explore the digital activity of
premium brands and luxurious “Maisons”. This new
edition will focus on the most innovative strategies
in terms of display, emailing, e-commerce, social
media and mobile.
PREMIUM
INSIGHT
SAME SAME but different
Thus, the study will be composed of:
• A presentation of the latest digital news
• An analysis of an innovative case
• An introduction to a digital trend
June 2013
Founded in 2009, SAME SAME but different is the
strategic and creative digital agency of luxury and
major brands: Digital operations and website design
/ e-influence campaigns / Mobile solutions / Digital
In store / Consulting & training for leaders.
SAME SAME but different works world-widely with
offices in Paris, Shanghai and Hong Kong.

3. CONTENTS
I. News: Digital datas and campaigns this month
II. Case: Aéroports de Paris and Weibo
III. Trends: Sharing your Vine
IV. beyond the great wall: luxury brands, watch out!
PREMIUM
INSIGHT
June 2013

4. news: Digital datas and campaigns this month

5. news
case
trends
BOUCHERON
The “B Moments” of the Boucheron Maison:
and there was light.
In order to celebrate 120 years at Place Vendôme,
Boucheron created the “B Moments”, a new space
on their website dedicated to instants and figures that left
a mark on the Maison. On this page, the brand invites us
behind the scenes of its boutique in a poetic world made
of paper artwork illuminated by wonderful plays of light
and shadow. Indeed, New-York artist, Jo Lynn brought the
Place Vendôme to light using her talent in her domain
of expertise. Users are welcome to participate in the
creative project by controlling the position of the sun,
from east to west, in order to enlighten the artworks and
discover what lies behind their shadows.
The result: an innovative and interactive way of promoting
brand history.
PREMIUM
INSIGHT
Our opinion: Boucheron carries on its takeover bid on
Place Vendôme. This strategy has the merit of being
coherent. Also, we must recognize the brand’s beautiful
appropriation of the light, given its importance in the
world of jewelry.
However, in terms of timing, the teasing phase of the
project gave the game away and the final result, that
did not have much more to offer, could have disappointed
more than one user.
> The website
June 2013

6. news
case
trends
MERCEDES
Mercedes launches its new model via
an exhibition connected to Instagram
The German manufacturer decided to partner with Instagram
for the creation of a special exhibition dedicated to the launch
of a new model. Anti-conformist, young, modern and aggressive,
these are the new qualifiers put to honor by Mercedes in this
project.
What is the concept?
Just connect to http://www.untamed-installation.com/fr/fr/
via your Instagram account and choose the three most
anti-conformist pictures from your photo album. All of the
pictures will be rated and a selection will be made and projected
during the event.
Mercedes’ goal here is to be very immersive and fascinating with
the creation of a unique pop-up store where the star piece will
come to life in different ambiances, from baroque to street art,
via the 3D Mapping technique.
Our opinion: Mercedes steps out of the conventional way of
communicating of the sector. The idea is participative and trendy.
It is efficient in terms of notoriety and engagement. Now we just
have to see if CLA sales will benefit from this animation and what
the “untamed” operation results will be.
> The website
PREMIUM
INSIGHT
June 2013

7. news
case
trends
LOUIS VUITTON
(Re)visit the Espace Culturel Louis
Vuitton’s exhibition “Correspondances”
In order to get a new look on the exhibition
“Correspondances” on Mail Art at L’Espace Culturel
Louis Vuitton, the Maison created an application
that allows users to discover virtually, the spaces,
the artwork and the artists, on computers as well
as on tablets and Smartphones.
High-quality contents and easy navigation have
made of this application a successful operation.
The brand offers a custom-made tool that allows
users to discover the exhibition as they wish.
Indeed they can choose to visit “Correspondances”
by entering the “artists” and “artwork” themes, by
following the chronology with the “timeline” or
by choosing the route offered by “the virtual tour”.
Our opinion: this tour gives a static impression that
is quite disappointing, especially in a context where
360° videos have become a new trend. Indeed the
application could have benefited from the advantages
of mixed reality that would have nourished the in situ
experience.
> The website
PREMIUM
INSIGHT
June 2013

8. news
case
versace
A Google Hangout with Donatella Versace
for her Versus collection
On the 14th of May, the fashion brand Versace offered
an exclusive online interview of Donatella Versace
for the launch of the Versus collection. 5 well-known
web figures had the chance to ask questions to the
fashion designer thanks to Google+’s Google Hangout.
This new feature of the social media introduced group
video conversations.
Participants from all around the world got the
opportunity to talk about the launch of the brand’s
new collection. Also they got to realize how important
the use of the internet and social media is for brands
nowadays.
Our opinion: a project that sets Versace as a pioneer
in terms of use of the most innovative social media…
and also a smart move from Google that got to target
an influential audience! However we can mention one
hiccup; the difficulty of following the interview because
of network issues between the participants.
PREMIUM
INSIGHT
> The video
June 2013
trends

9. news
case
trends
CHOPARD
Tumblr & Pinterest:
Chopard hosts its Festival
During the Cannes Film Festival, the brand
took advantage of Tumblr and Pinterest’s
functionalities in order to develop a powerful
communication.
All kinds of data like Festival news, star
invitations and presentations of the Red Carpet
collection turned these platforms into centers
of information. Beyond its traditional visibility
during the Festival and beyond the simple
promotion of its most beautiful pieces, Chopard
managed to demonstrate how a luxury brand
can use social media in an innovative and
complementary way in terms
of communication.
Our opinion: this project illustrates in a nice
way a new tendency on the market. Indeed,
brands are behaving more and more like media
and are gathering, sometimes, large audiences.
Thus, an innovative way of communicating for
a historical Maison which sets it as one of the
sector’s most visible luxury brands on social
media…
PREMIUM
INSIGHT
> The Tumblr
> The Pinterest album
June 2013

10. news
case
trends
Giorgio Armani
Giorgio Armani brand content with
the “Frames of Life” experience
The Giorgio Armani Maison unveils its project
called « Frames of Life », a series of 4 black
and white videos that revolve around 4 life
moments. This campaign was conceived
in order to promote the brand’s Eyewear
collection, hence the omnipresence of
observation and eye expression.
Since the first video was put online in March
2013, the internet users have been able to
share Nina, Luc, Carlos, Lucille and Adrian’s
stories as they were wearing the brand’s
glasses.
Our opinion: after this campaign’s hit last
year, the brand reiterates the experience with
success. Beautiful shots and stories “that meet,
cross and interpenetrate each other”. The
dedicated internet page holds within itself all
of the videos and enables the creation of a true
universe revolving around the brand.
PREMIUM
INSIGHT
> The website
June 2013

11. CASE: Aéroports de Paris and Weibo

12. news
case
trends
Aéroports de Paris
The Dream Avenue operation
by Aéroports de Paris
Aéroports de Paris recently inaugurated its new
2200-square-feet shopping space located in Charles
de Gaulle’s terminal 2E . The boarding hall is now
nesting all of the most famous luxury brands and
has now turned into a must-see location for Chinese
tourists. Indeed, Aéroports de Paris wished to create
a campaign dedicated to the luxury sector’s number
one lovers.
For what reasons?
• Take advantage of the 2013 Chinese New Year in
order to introduce this Avenue that gathers all of
the biggest luxury brands within Terminal 2E.
• Increase Aéroports de Paris’ notoriety in China
and turn it into a place of purchase.
> The website
PREMIUM
INSIGHT
June 2013

13. news
case
Aéroports de Paris
The Dream Avenue operation
by Aéroports de Paris
Aéroports de Paris put a teasing operation
together revolving around Weibo, China’s
number one social media, and offered a
playful and innovative contest.
From January 21st to February 28th,
the participants have had the opportunity to
send messages via Weibo in order to make a
virtual plane fly from China to Paris’ “Secret
Avenue”. Indeed each message made the
plane fly further. The last message unveiled
the Avenue’s location and its author was
rewarded with a trip to Paris for two.
Were created for this campaign…
• A mini event website
• Teaser and reveal movies starring
a Chinese celebrity, Alyssa Chia
• A 360° virtual tour of Charles-de-Gaulle’s
terminal 2E
PREMIUM
INSIGHT
June 2013
trends

14. news
case
Aéroports de Paris
The Dream Avenue operation
by Aéroports de Paris
Thanks to the use of the right levers:
• The viral aspect of Weibo
• The notoriety of influential bloggers
• A video seeding campaign
•… and SAME SAME agency handling
the operation! J
The contest generated major results in a month:
• More than 500,000 unique visitors on the event
website
• More than 57,000 mentions of the operation on
Weibo
• More than 100,000 participants in the contest
• More than 600 000 videos viewed (teaser / reveal /
360° video)
PREMIUM
INSIGHT
June 2013
trends

15. trends: Sharing your Vine

16. news
case
The Vine trend
Created in June 2012 by Dom Hofmmann and Rus
Yusupov and launched in January 2013, Vine is a free
mobile application that was bought in October 2012 by
Twitter. It allows users to film loop videos in a short
format. (6 seconds). The application was first available
on the iOS exploitation system and is now also available
on Android.
Vine particularities:
• 6-second-loop video: the sound is deactivated
by default
• Wide-range sharing possibilities
• No need to have a Twitter account to use it
Sharing your Vine (other name given
to loop videos)
PREMIUM
INSIGHT
• Publish your Vine on Twitter: it is possible to add
a post and hashtags
• Publish your Vine on Facebook
• Insert your Vine on your blog or website thanks
to a generated link
• Vine users can follow each other and search their
friends’ videos
• The shared video contents are hosted by the Vine.com
platform
June 2013
trends

17. news
case
The Vine trend
trends
Brands that use Vine
Armani
what use for the brands
of the sector?
Demonstration of
the new collections
• The application is completely mobile and
Smartphones are gaining more and more
importance as a way of accessing the internet.
According to the Médiamétrie study published
in March 2012, France counts 40 million internet
users which half of them are mobile users today
(22.3 million in November 2012 according to
Médiamétrie).
• In the context of an event operation, the
application is viable. However, the quality of the
video is very much limited and it remains difficult
to obtain a satisfying result. The format does
not allow the creation of aesthetic designs and
the application does not offer sound or image
improvement (no filters like on Instagram for
example).
June 2013
Harvey Nichols
Live streaming during
Fashion Week
PREMIUM
INSIGHT
Neiman Marcus
Presentation of the products

18. news
case
The Vine trend
same same but different’s look
For the community
• In the context of a web that is becoming more
and more visual - time laps, gifs, cinemagraph,
stop motion, infographics…- the “short video loop”
has a good chance of imposing itself, especially
thanks to Twitter.
• An easy way to share: this short format is close
to the Twitter format with its 140 characters which
participated in its success. It answers to the digital
needs of immediacy of information, simplicity and
practicality.
• However the format has a poor quality: thus,
the tone given to the videos is usually humorous
and the results remain mostly amateur-like.
PREMIUM
INSIGHT
June 2013
trends

19. news
case
trends
The Vine trend
same same but different’s look
More precisely
• Vine is a new innovative functionality but it is not
qualitative enough to be used by luxury brands.
This is why more and more alternatives appear
on the market.
• Facebook has launched an application called
Facebook Poke, that allows users to send, to their
Facebook friends only, time limited text messages,
photos or videos that auto-destruct in a time lap of
1, 3, 5 or 10 seconds depending on the choice made
by the message expeditor.
> The website
• Meanwhile, brands have started exploring what
loop videos have to offer.
It is the case of Van Cleef & Arpels and its
8 Seconds of Luck project, where the participants
create, in a few clicks, their own 8-second loop video
revolving around luck, a theme that means so much
to the Maison.
PREMIUM
INSIGHT
June 2013

20. beyond the great wall: luxury brands, watch out!

21. BEYOND THE GREAT WALL
iwatch 365
iwatch 365, a place dedicated
to time lovers
Created in China in 2006, this platform
dedicated to watch lovers leaves its mark
of expertise on the sector. Forums, user
articles, opinion leaders’ advice, latest
trends, you name it, iwatch365 nests every
possible information regarding this time
measuring tool.
PREMIUM
INSIGHT
June 2013
But more than an information center,
this website has been defined by two
of its main aspects; its participative and
its interactive functionalities.
The numerous users nourish the platform
with high caliber advice through articles,
pictures or videos promoted by a special
ranking that records website activity.
The members of this community are free
to comment or like each other’s posts,
and, for the time of a special event, meet
up and discuss their favorite subject.
PREMIUM
INSIGHT
June 2013

22. BEYOND THE GREAT WALL
iwatch 365
iwatch 365 in a few words
and digits
A rich content:
• A forum
• A database
• A space to share pictures
• A place dedicated to events
• A strong advertising space
• A news section
PREMIUM
INSIGHT
June 2013
Participating in the construction
of a large community:
• More than 70 brands on the website
• 21 million pages viewed per month
• 900.000 members
• 90.000 articles posted per week
PREMIUM
INSIGHT
June 2013

23. BEYOND THE GREAT WALL
iwatch 365
PREMIUM
INSIGHT
Piaget’s brand zone on iwatch365
An interactive space for watch lovers
• Posts related to the history of the brand
• Sharing the Maison’s know-how
• User activity rankings and most popular posts
Q&A and customer reviews
• Posts of the pieces of the brand’s collections
June 2013
Used to share last minute information
• Use of the forum as a media
• Latest offline brand activity tab
• Column dedicated to live posts
PREMIUM
INSIGHT
June 2013

24. BEYOND THE GREAT WALL
iwatch 365
An inevitable means of
communication for the
luxury brands of the sector
Many brands have understood the importance
of this platform that symbolizes a new
consumption trend that belongs to the digital
era. The user/consumer has taken advantage
of many tools that have nourished his expertise
in the watch domain. He is now in a constant
quest for information, his purchases are hyperinformed, and iwatch 365 has become an
essential tool used to fulfill that need.
PREMIUM
INSIGHT
June 2013
Not only a consumer, the website user is also
a passionate person. Yet, a passion is meant to
be shared and what better way to do so than
with the ones who generated it?
PREMIUM
INSIGHT
On iwatch 365, each Maison has a dedicated
forum that turns into a space where the
aficionados have the opportunity to share their
experience.
This platform is a new way for the brands of the
sector to create a powerful relationship with the
people that are most important to them, that is
to say their core target.
June 2013

25. mcampan@samesameparis.com
frederic@samesameparis.com
victor@samesamechina.com
samesameparis.com
samesamechina.com
© SAME SAME but different