“Bowie gave us Ziggy Stardust, Beyonce had Sasha Fierce, and now, Bruno Mars is introducing us to his musical alter ego, Ricky Regal, as part of a new fashion collaboration with Lacoste.”
– Tim Chan | Rolling Stone
We teamed up with Lacoste for the launch of their newest fashion collaboration with Bruno Mars and his designer alter ego, Ricky Regal. The new collection by Lacoste brings the world of Ricky Regal to life through the lens of the brand’s iconic blend of sport and luxury.
Working as the IAT agency across multiple streams, we developed an omni-channel campaign across global markets in the physical, digital space and social space.
PHASE 01 - TEASE
DRIVE BUZZ & CONVERSATION
“We obviously have deep roots in tennis and golf, but you have to innovate, you have to start thinking about a true consumer experience.”
-Jason Kim, Lacoste Sr. VP Marketing U.S.
OOH LAUNCHES
To generate awareness, drive buzz and conversation, out-of-home media was developed in support of the wider campaign — bringing to the visual aesthetic and persona of Ricky Regal to the streets.
SOCIAL MEDIA
We created Ricky Regal’s social identity on Instagram, concepting and producing all content that went live on the page to tease the collaboration.
THE COLLABORATIVE SPIRIT
Truly a story of collaboration and friendship, MATTE worked together with a team of exceptionally talented agencies who used their combined specialties to create the world of Ricky Regal and bring the iconic Lacoste x Bruno Mars collaboration come to life.
PAID MEDIA 184 MILLION IMPRESSIONS
PHASE 02 - REVEAL
INFLUENCER CONTENT & SEEDING
We developed an influencer content and seeding concept and program to drive desire for the collection and be everywhere in culture to drive awareness and engagement around the campaign.
LACOSTE X RICKY REGAL ON SOCIAL
CREATIVE DEVELOPMENT
MATTE led the creative development, concepting, art direction, and production & execution for the campaign, inclusive of video and still imagery to bring the Lacoste x Ricky Regal collection and campaign to life.
Our idea was simple: take what Ricky Regal stood for as an alter ego, and bring it to life through a vibrant approach to storytelling. From photography and video treatments to quick witted writing exercises, the goal was to encapsulate Ricky’s laid-back hustler persona in everything that was going to be created.
100K + FOLLOWER GROWTH ON SOCIAL
*IN ONLY 3 WEEKS
PHASE 3 - GO LIVE
LACOSTE MELROSE PLACE
Consumers were immersed in a one of a kind space that romanticized a story from digital to reality.
The retail experience was created to resonate with Lacoste’s core customer base while generating excitement amongst the targeted Millennial & Gen Z audiences.
More than just beautifully designed Instagrammable installations, we understood that Lacoste was looking to use this launch as the start of a new conceptual retail strategy to reinvigorate Brick & Mortar in the US market.
Lacoste Melrose Place was the brand’s second highest BTQ in sales dollars.
“THIS IS OUR BIGGEST COLLABORATION TO DATE”
Jason Kim, Lacoste Sr. VP Marketing U.S.
