Minneapolis-based ad agency Olson recently created interactive, "shoppable" videos to market Target Corporation's new limited-run fashion line from Missoni, a family owned Italian high-fashion brand.
Minneapolis-based Target has a history of teaming with popular designers, and its latest partnership has garnered attention from Vogue, The New York Times, and others.
But the ad campaign for the Missoni product line is unique: It includes interactive videos developed by Olson. They reportedly include Margherita Maccapani Missoni sharing tips with customers on how to incorporate the brands' bold colors and patterns into their wardrobes and lives.
The Missoni for Target collection will be in Target stores from September 13 through October 22.An Olson representative deferred questions about the campaign to a Target representative who was not available for comment before this story was published online.
The videos also allow viewers to click on a product and prompt a pop-up window with additional details. The product can then be added to a viewer's online Target shopping cart without leaving the videos, according to The New York Times.
Olson also reportedly produced other digital ads and a mobile Web site where visitors can watch the video ads and download images to use as backgrounds on their phones.
The campaign will promote a line of more than 400 products including clothing for men, women, and children; home accessories; footwear; and luggage.
The New York Times points out that Target representatives traveled to Milan to work with the Missoni family. Target declined to disclose to the news outlet how much money it spent on the Missoni ads, but data from Kantar Media indicates that Target spent a total of $640 million on advertising in 2010; for the first quarter of 2011, the company reportedly spent $107 million.
Olson is among Minnesota's 10-largest advertising agencies based on its net revenue. Meanwhile, Target-which operates a retail segment and a credit-card segment-serves customers at 1,762 stores in 49 states nationwide and on its Web site. It is Minnesota's second-largest public company based on its revenue, which totaled $65.4 billion in its most recently completed fiscal year.