In brief, XM Asia has created an online platform and social media strategy that’s helping power the Audi Fashion Festival (AFF), which is Singapore’s premier annual fashion event, attracting top local and global designers, as well as international top models. Taking place from 15 – 19 May, this year marks the festival’s fifth anniversary and will be its first at a new, bigger location at Marina Promenade.
But we’re not just the AFF’s agency, XM Asia is also the official interactive partner for the festival.
“We are incredibly proud that we were appointed both the agency and the Official Interactive Partner for the show. It gives us tremendous ownership over the project and makes us feel even more connected in our thinking and strategy,” said Paul Soon, XM Asia Pacific CEO. “Our staffers would kill to work on a fashion brand. With the Asia Fashion Exchange’s Audi Fashion Festival, we get to work on all of them.”
A key consideration in developing this new interactive platform for AFF was to not simply promote the festival, but, as Campaign Brief observed, to “connect Singapore fashion fans with the show’s headline designers, including Carolina Herrera, Collette Dinnigan and Hussein Chalayan.”
Central to achieving this connection was the creation of an engine for “instafashion feeds” that consolidate all online conversations by the AFF and its headline designers into one dynamic stream of social content. This will enable Singapore’s super-wired fashion fans to easily keep up with the festival’s ongoing and upcoming events, ensuring that they don’t miss a beat. Read the rest of this entry »