SOURCE: LBI International AB

October 01, 2009 05:28 ET

Global marketing and technology agency LBi launches the "Living The Dream dream creator" for M&S in a collaboration with Vodafone McLaren Mercedes drivers Lewis Hamilton and Heikki Kovalainen

STOCKHOLM, SWEDEN and AMSTERDAM, THE NETHERLANDS--(Marketwire - October 1, 2009) - LBi has launched an innovative digital campaign to support the launch of M&S's new Living The Dream clothing range aimed at 5-16-year-old children - a notoriously hard audience to please. To win them over, LBi has developed a user-generated content competition where children draw their wildest dreams for the chance to really live them. Winners will have their dreams turned into TV-style content which will be broadcast as webisodes in the Live It!TV section of the campaign site.

The official launch date for the Living The Dream clothing range was Thursday 17th September at M&S's Marble Arch store. Lewis Hamilton and Heikki Kovalainen both appeared live on the 17th, as well as on Saturday 19th September at M&S's White City store, to support the launch. The aim of this campaign is to raise awareness for the new M&S range of older boys' clothing. The key challenge for M&S when designing this range was to overcome image concerns for boys aged 5-16 years, and ensure that boys will be wearing M&S boys' wear with pride.

LBi has designed the "Living The Dream dream creator". It incorporates a Flash drawing application enabling children as young as 5 to draw their dreams creatively. It allows "dream creators" to change the colour of chalk and erase any mistakes they might make, and leave a voice-over or typed sentence to explain the dream in their own words.

If children are stuck for ideas, they may choose to use the "dream generator" to generate some dream suggestions to jump-start their dreaming.

Once children have registered their dreams, they can download an exclusive wallpaper of Lewis Hamilton and Heikki Kovalainen only available from Vodafone Mercedes McLaren. Their dreams appear in the gallery after parents and moderators have approved them.

At the end of each month one winning dream will be selected by judges - based on the idea, not artistic merits of the drawing - to be brought to life. 19 runners up will receive exclusive Living The Dream goody bags. The first 1,000 children to submit their dreams and make it to the gallery will be rewarded with exclusive Living The Dream key rings.

The winner's dream day will then be filmed and made into content for the site which will then appear on the Live It!TV section of the site. For each dream a branded winners' video will be created as well as a "how to" video where children can learn particular skills. These videos will be distributed in and around the digital arena to reach the target audience. An intro video, The Living The Dream Story, also features in the Live It! TV section, as well as on loading of the site, to explain what the campaign is all about and how to enter.

The site also displays the full Living The Dream clothing range - inspired by Lewis Hamilton's famous remark, "I'm living the dream" - in the layout of a starting grid, and shows interview profiles with Lewis Hamilton and Heikki Kovalainen.

"It's fantastic to be partnering with one of our longest-standing clients to create real digital excitement around this range. The product is great - which is step one in marketing in the digital age - and the Web experience provides a genuine value exchange." - Chris Clarke, Chief Creative Officer, LBi Group.

About M&S:

M&S are one of the UK's leading retailers, with over 21 million people visiting their stores each week. They offer a wide range of products, from premium food to electrical goods and are proud of their commitment to high quality, great value goods. They employ 75,000 people in the UK and abroad and have over 600 UK stores, plus an expanding international business. Their website holds their largest range of produce, with over 50,000 products to choose from. M&S are the number one provider of womenswear and lingerie in the UK and their own brands, such as Autograph, Limited Collection and per una, are rapidly growing in market share. M&S are committed to constant improvement in their green credentials and have developed a five-year eco plan, Plan A, to ensure, amongst other things, that they become carbon neutral and send no waste to landfill by 2012

About LBi:

LBi is a global digital marketing and technology agency, blending insight, creativity and expertise to solve business problems. The largest genuinely full service agency of its kind in Europe, LBi provides the full range of digital capabilities, including digital strategy, branded content, service design, media, CRM, technology, managed hosting and support services. The Company employs over 1,500 professionals located primarily in the major European, American and Asian business centers; such as Amsterdam, Atlanta, Berlin, Brussels, London, Milan, Mumbai, New York, Paris and Stockholm. LBi is listed on Nasdaq OMX in Stockholm and NYSE Euronext in Amsterdam (symbol: LBI).

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