Hugo Boss creates 'dress up' racecar suit design contest

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Hugo Boss drives fans to a microsite to design racecar suits
Hugo Boss drives fans to a microsite to design racecar suits

The Offer: Clothing brand Hugo Boss and UK-based racecar team McLaren are celebrating 30 years of partnership with the "Dress Me for the Finale" online competition. The effort allows Formula 1 fans the chance to design driving suits for McLaren drivers. Hugo Boss will choose from among the user-generated designs for each race in the global Grand Prix series, as well as select a grand winner. Winners receive a race day accommodations and admission.


The Offer: Clothing brand Hugo Boss and UK-based racecar team McLaren are celebrating 30 years of partnership with the "Dress Me for the Finale" online competition. The effort allows Formula 1 fans the chance to design driving suits for McLaren drivers. Hugo Boss will choose from among the user-generated designs for each race in the global Grand Prix series. Winners receive a race day accommodation and admission.


The Data: Entrants must set up a profile on the Hugo Boss microsite to design the overalls. 


The Channel: The contest is run through the microsite. Brand events, in-store marketing, social media and some direct mail, as well as print and online advertising, supported the launch.


The Creative: Hugo Boss's agency of record, Germany-based Liganova, led the campaign. Creative features the McLaren drivers Lewis Hamilton and Jenson Button, as well as instructions on how to participate.


The Verdict:

Nick Moore is chief creative officer and EVP at Wunderman in New York. He oversees all creative work for a client list that includes Land Rover and Kimberly Clark. Before joining Wunderman in 2006, Moore was creative director at TBWA\GGT, now called Tequila\London.

Having Hugo Boss make your design and Lewis Hamilton wear it is certainly an innovative spin on the standard "upload your design" promotional theme. This campaign will appeal to devotees of the McLaren F1 team, but I fear it won't trouble anyone else.
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