#News: Coach uses Virtual People to Promote Spring 2024 Handbag Collection

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1.Travel with Coach: Discover yourself and inspire courage 

Coach – an American handbag brand – brings an impressive “Find Your Courage” campaign, taking viewers on an adventure into a magical universe with Imma, an AI character full of personality. With the famous “Coach Family” cast like Lil Nas 

Set in a unique setting between the real and virtual worlds, the “Find Your Courage” campaign blurs the boundaries, taking you to a new adventure. Each Coach ambassador will lead Imma to explore a separate virtual world, where unique “superpowers” are hidden. Through each lesson, Imma gradually discovers herself and shapes her own identity.

2. “Find The Courage” – What happens when a virtual character searches for the “real” version of himself? 

The campaign opens with an impressive TVC directed by Valée Duhamel, using modern CGI technology inspired by Artificial Intelligence (AI). Accompanied by Lil Nas X, Imma embarks on a courageous journey, learning from talented ambassadors and discovering new sides of herself.

TVC also introduces impressive designs from Spring 2024 Collection by Coach. Inspired by the creative vision of Creative Director Stuart Vevers, the collection offers youthful, modern versions of Coach’s American style icons, notably the legendary Tabby bag.

Meaningful message: 

Sandeep Seth, Coach’s Global Marketing Director, shared: “Find Your Courage” is designed to inspire consumers to discover themselves and confidently express their unique personalities despite all pressures and expectations. . Imma, the perfect virtual ambassador for the campaign, represents a new generation that dares to break the mold, challenge the definition of “real” and inspire each person to be true to themselves. 

3. Bravely assert your identity regardless of the real/virtual world with Coach 

In my opinion, this is a campaign that brings the breath of the times when it keeps up with AI trends and integrates the virtual world to highlight the main message.

The image of virtual characters and real people using Coach handbags moving through different spaces to discover their own identities further highlights the brand’s message. An image highlighted quite clearly in the video is the image of a chessboard, the scene of singer Lil Nas. In fact, as long as you use Coach products, you will always find your own identity and color because the products reflect your personal color, so no matter where you are, you will always be yourself.

The promotional video clearly conveys the “emotional benefit” that the brand wants to aim for: Coach handbags represent personal identity and you can always be yourself in both the real and virtual world. However, to make the message easier to understand and attract viewers, there needs to be a closer connection between the product and the message. Eg:

• Launch limited editions or have personalized details so the product better reflects the “personal identity” message.
• Describe in detail the unique designs in the collection so that viewers can feel the difference compared to other products.

In addition, to increase campaign effectiveness, brands can combine with activities that stimulate experiences such as:

• Exhibition or in-store experience, simulating the virtual/real world in the campaign.
• Organize challenges so customers can have a full experience with the product.

Combining the above suggestions will help Coach’s advertising campaign become more complete and attractive, thereby promoting sales efficiency and enhancing brand value.

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This is also an extremely useful sharing from Trinh Anh – Senior Content Creative in Aurora Vietnam during the session “Contemplative Case”– industry talk series at Aurora – an interesting regular activity to dissect, analyze and improve understanding of the creative advertising industry.

Learning from the success of leading campaigns is always an effective way to help Marketers and brands gain deeper insight into the industry, consumers and market. If you have any comments about the article, don’t hesitate to send an email to: hello@auroravietnam.co!