Target is turning to technology to promote its upcoming collaboration with Lilly Pulitzer.
The retailer has created its first-ever app for the initiative that will launch in stores on April 19. A television, digital and social campaign will hit on April 12. Print ads started running in April magazines, but they feature some of the exclusive Lilly Pulitzer prints from the collaboration, not the actual product.
Target x Lilly is one of the company’s largest designer collaborations to date. It will feature more than 250 items, ranging in price from $2 to $150, and will include apparel, accessories, home goods, beach gear and travel pieces for women, men and children.
The campaign, created by Chandelier, recreates one of Lilly Pulitzer’s legendary Sixties-era parties in Palm Beach, Fla., and features actor Chris Noth, Los Angeles Laker Nick Young, actress Bella Thorne and model Alek Wek. The 60-second video shows women and girls in the bright dresses and swimsuits as well as the colorful glasses, tea sets, nail polish and chairs created for the collaboration.
Todd Waterbury, senior vice president, chief creative officer at Target, said the campaign “was inspired by Lilly herself” and expresses “a sense of style that is optimistic, accessible and inventive — creating a feeling of inclusivity where everyone is invited, feels welcome and surprises happen.”
Scenes from the commercial will be used for the app, which will be accessible through desktop computers and mobile devices. It allows customers to click on scenes from the party to get more information about the merchandise offered. Although the app is not shoppable, the merchandise can be purchased on the Target Web site once it becomes available later this month. The digital component of the campaign was created by Olson.
“We invite viewers into a fun-filled party that starts on television and extends into a digital experience where parallax views allow the guests to explore the party from their vantage point and connect them directly with the Lilly product in each room,” Waterbury added.
Richard Christiansen, founder of Chandelier, said: “Lilly lived life to the max. She also believed that life was a party, and was very democratic and all-inclusive, like Target. We worked with Target to bring her legacy to life on television, print and mobile with a wink.”