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245,157
Avg weekly impressions among adults over 18
Avg weekly impressions (18+) over 4 weeks
of those who saw the billboards were brand aware
The Client
Dolce & Gabbana, the famed Italian fashion brand founded in the 1980s by designers Domenico Dolce and Stefano Gabbana. Its fashions reflect classic elegance and sophistication, and trendsetters often refer to its looks as “bold.”
Dolce & Gabbana and DJ Khaled boast impressive individual fan bases, each with more than 26 million Instagram followers. The goal was to build awareness among those people about the new collaboration. Presumably, the groups of fans enjoyed some crossover, but both display such loyalty that they would undoubtedly jump on whatever new products were presented by the fashion house or the artist.
That combined star power brought about a collection unlike anything D&G has produced before. It mashes elements of the high-energy, upbeat personality DJ Khaled curates with the high fashion of Dolce & Gabbana. Getting the word out to the right people could spark a surge of attention, not to mention great sales.
Dolce & Gabbana wanted to have their billboards be shared on Social Media. DJ Khaled has an enormous following, the challenge was to find high impact billboards that can be easily photographed and shared.
To achieve the campaign’s goals, Dash Two targeted three major cities with a billboard campaign designed to reach tastemakers ages 18-35 in each market. Of course, in addition to Los Angeles and New York City, two must-buys for any major out of home campaign, we also targeted Miami, for obvious reasons. Dash Two bought space in of the most exclusive and buzziest areas:
The billboards debuted on March 15 and ran for four weeks across all three markets.
A big, bold collaboration calls for big, bold creative. The billboards feature DJ Khaled dressed in clothing from the collection, sitting on the left side of a bright red background. On the right side appear five simple words: “Dolce & Gabbana x DJ Khaled.” The eye-catching boards deliver a simple message that gets straight to the point, sending people to the Instagram accounts of the brand and the DJ, where they could learn more about the collaboration.
The billboards debuted on March 15 and ran for four weeks across all three markets.
A big, bold collaboration calls for big, bold creative. The billboards feature DJ Khaled dressed in clothing from the collection, sitting on the left side of a bright red background. On the right side appear five simple words: “Dolce & Gabbana x DJ Khaled.” The eye-catching boards deliver a simple message that gets straight to the point, sending people to the Instagram accounts of the brand and the DJ, where they could learn more about the collaboration.
The billboards became a huge success. Over the four-week campaign, the three boards generated more than 4.5 million impressions. As a bonus, the campaign also drove awareness of DJ Khaled’s studio album that dropped April 30. That, too, was a success — it became his third album to reach No. 1 on the charts.
-Gino Sesto, Founder, DASH TWO
With over 15 years of placing billboards DASH TWO knows where to get high impact and visibly engaging billboards.
Digital and Outdoor Advertising Agency. Expertise in the science of digital and the art of the outdoor.
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Inglewood, CA 90301
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