Dockers relaunched the brand under the 'Always On' campaign messaging - the takeaway being 'Always On' is about keeping guys ready for whatever comes next.
We were tasked with bringing the 'Always On' message to life via an engaging digital activation that would resonate with young professional millennial males.
Dockers key target is men in the workplace. So we developed a concept that put "Our Guy" in an ambiguous job interview situation where he would have to think on his feet during an hour long Facebook livestream, really showing that he could stay 'Always On'.
To ensure the activation was engaging we crafted a narrative arc for the stream with multiple choice prompts for the viewers to vote on and guide the storyline in real-time. Starting with twists on more typical interview questions ("What's your 10,000 year plan?") and progressing through staring contests, dance-offs, and a coup in which the assistant took over the boss's job, the livestream ended with a grand finale, complete with cake, confetti cannons, and, oh yeah, a job offer.
The livestream was shot in a multi-camera shoot mimicking a sitcom to ensure premium recording quality, allowing actors to move freely around the large office set while showing off the Dockers wardrobes.
The results of voting prompts were communicated via earpieces from a control room, while switching on-the-fly between four cameras. Careful planning of these elements of success allowed Epic Signal to maintain the "controlled chaos" at the heart of the idea, while keeping the spontaneity and fun of having to react to viewer votes.
The campaign exceeded internal KPI's by 30%, and generated:
