NET-A-PORTER captivates new audiences with CGI campaign in HK

Online fashion retailer NET-A-PORTER has launched a CGI video featuring many delivery boxes rising from a Hong Kong tram, set against the backdrop of Queen's Road Central.

Done in collaboration with video marketing agency MOA Hong Kong Agency, the campaign launches in Hong Kong from 13 August until 11 September. It aims to shift the focus back to the NET-A-PORTER brand and its core pillars of content, product, and service.

Natalie Lee, general manager of YOOX NET-A-PORTER Asia Pacific and Japan, told MARKETING-INTERACTIVE that the campaign seeks to captivate new audiences in the increasingly crowded online space.

“At NET-A-PORTER, we are constantly exploring new and innovative ways to captivate our customers and elevate their luxury shopping experience. Our new social campaign uses cutting-edge CGI to redefine how we connect with our audience while staying true to our brand pillars,” Lee said.

Delivered across YouTube, Instagram and Facebook, the CGI video features a tram passing by Queen's Road Central with the Henderson building in the background. The tram, painted in black and adorned with NET-A-PORTER’s brand name, opens at the top, releasing many NET-A-PORTER delivery boxes that float into the sky. 

Hong Kong is the first location highlighted using this CGI technology, according to Lee. “The campaign showcases premier same-day delivery, one of its key services that deliver a seamless, convenient shopping experience to customers in this market,” Lee said. 

“We hope this campaign will spark conversations and drive engagement with both existing and new audiences and showcase our commitment to providing a truly seamless and convenient luxury shopping journey for our customers,” she added. 

Established in 2000, NET-A-PORTER is an online luxury and fashion retail business made up of four multi-brand online stores, including NET-A-PORTER, MR PORTER, THE OUTNET and YOOX. It has offered customers a curated catalogue of fashion, beauty, fine watches, jewellery and home décor, from global brands.

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