For the launch of their AW16 collection, Ted partnered with legendary director Guy Ritchie to produce a film centred on a quintessential figure of British fiction, the stylish and elusive spy. Mission Impeccable, the film, was to premiere online and Ted reached out to Poke to develop the social seeding campaign and retail activation, to enhance and build on the concept.

Nothing says ‘spy’ like using a secret code phrase to identify yourself so we used Google voice-search technology to bring the AW16 film into the real world, giving customers the chance to gain access to exclusive deals and content by speaking unique code phrases to identify themselves as Agents of T.E.D. 

Passers-by walking in front of participating Ted stores were invited to voice search a specific phrase and access a secret mobile website to win prizes or exclusive reveals of the collection launch film. To make sure that the system could not be “breached” all phrases were geo and chrono-fenced to individual stores and within store opening times.

Our window displays generated ±20k interactions, with 50% of those resulting in a prize redemption. The campaign activations drove over 85,000 video views of the launch film in the first weeks of the campaign.