A digital weekly experience using Wechat push for Make-to-measure customers to see through their making journey of their customised tailored suits.
– Objectives –
To educate new Su Misura customers about the mastery & excellence of Zegna’s Su Misura
To provide a continuous engagement through digital platform by leveraging the 6-week waiting time
To complement the current digital strategy on existing Zegna customers for a more holistic engagement with different customer profile.
The goal to improve the retention and repeat rate for new Su Misura customers in China
@ Wunderman Shanghai
GCD – Hans Ibrahim
UX Designer/Art Director – Allan Zhang
Copywriter – Senvan Zhang
Leveraging the fact that WeChat is there “at every point of your daily contact with the world, from morning until night” with over 700million active users in China, it is this status as a hub for all internet activity, and as a platform through which users find their way to other services. The app offers everything from free video calls and instant group chats to news updates and easy sharing of large multimedia files. Consumers uses their smartphone camera to scan the WeChat QR (quick response) codes of people and business they encounter far more than other methods.
We leverage to interact with the customer, giving them push messages via WeChat and be informed about the stages of their Su Misura and at the same time discovering more about Su Misura
Signing in to begin the journey of the art of Sartoria. Know more about each featured step of making a Su Misura suit
Users will be brought to the main landing page after scanning the QR code, where they will discover the milestone process/steps in the making of Su Misura suits. Content for each process/step will be released every week, and the links/pages are not clickable until week of release.
– THE FINAL TOUCHES FINISHING OF WITH YOUR LABEL –
Users will be prompted of the final steps of completion of your making of suit process. ‘Su Misura’ as a symbol of the Ermenegildo Zegna M2M garment, and represents the process that’s dedicated in creating your own unique wardrobe.
