The Iconic leverages interactive ad technology from YouTube for sportswear campaign

The Iconic has leveraged new technology from YouTube which enables viewers to directly interact with the content of ads and directly shop from the online retailer’s sports range.

Created in collaboration with Google and The Glue Society, four ads featuring a weightlifter, runner, yogi and swimmer partaking in their chosen sport and showcasing their attire. Blue buttons presented to the viewer encourage them to click and shop the outfits instantly which will relieve the athletes of the strain of their workout.

The TrueView for Action technology on YouTube drives higher engagement between brands and consumers, Vix Berthinussen, creative development lead at Google, explained.

“This campaign is a brilliant example of made-for-platform creative that really drives user engagement and is the result of working with a team specifically assembled to rise to the challenge and take advantage of the opportunity. Namely, The Iconic, The Glue Society and Revolver,” Berthinussen said.

Chief marketing officer, Alexander Meyer, said the campaign was driven by The Iconic’s objective to continually find new ways to connect to customers.

“For us at The Iconic, people are at the heart of everything we do and we’re always looking for new and meaningful ways to connect with our customers,” he said.

“We have the most comprehensive assortment of sport apparel and footwear in ANZ, and we wanted to find an innovative way for our customers to engage and shop sport with us in an Iconic way. Our ‘Hit The Blue Button’ campaign was created to do just that; not only is it a unique way to drive awareness for The Iconic as a premiere ANZ destination for sport, but it gives us the opportunity to try completely new ad formats.

“We’re excited to be an early adopter of new YouTube technology, and we can’t wait to see how our audience responds to this engaging, original and playful creative.”


Ben Sampson, creative director at The Glue Society, said: “It’s been fun to connect the inspiration of a new creative format to an ambitious brand launch – and challenge ourselves to do something fresh, fun and demanding of attention.”

In light of COVID-19 restrictions last year, The Iconic moved its annual summer runway show online, bringing on board comedic duo The Inspired Unemployed to help send the message that Australian’s should express themselves through fashion anywhere and everywhere.



Brand: The Iconic

Media: Google/YouTube

Concept/Direction: The Glue Society

Editing/Post Production: The Glue Society Studios

Production: Revolver, Sydney


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