Lacoste Goes Digital With 'Momentum' Campaign

Euro RSCG 4D New York on Friday debuted the first entirely digital U.S. campaign for sportswear retailer Lacoste. The "Momentum" campaign is designed to highlight the brand's portfolio of luxury products in time for the holiday season, and will run through late December.

This marks the debut campaign from Euro RSCG 4D New York, part of the global 4D network representing Euro RSCG's broader digital offering, which was recently appointed Lacoste's digital agency in North America.

The advertising -- which includes banner, streaming video and engagement ads -- will run across Web sites targeting the brand's young professional audience, including Facebook, Hulu, Pandora, and various Condé Nast digital sites. The campaign will also include a promotion via Polyvore, the user-generated fashion magazine, which will ask consumers to build Lacoste looks.

The campaign is anchored by LacosteMomentum.com, which features various Lacoste products and music, where consumers are encouraged to generate customized experiences that build "momentum" toward their purchases.

To help drive consumers to Lacoste retailers and e-tailers, the site includes a store locator, links to e-commerce sites and social networking tools.

"The Lacoste brand is youthful and bold, and we wanted to make sure our effort reflected that character," said Jeff Brooks, CEO of Euro RSCG 4D in New York. "By merging e-commerce functionality with customized music and social networking, we believe we have accomplished that."

As part of the effort, Euro RSCG tapped the agency's in-house music label, The:Hours, to identify the musicians and songs featured in the campaign.

The campaign features five tracks from emerging artists that were selected by The:Hours to represent the Lacoste brand experience, including Dan Black's "Pump My Pumps" and Esser's "Satisfied."

In the spirit of brand cohesion, these same tracks will play in Lacoste boutiques nationwide, and will be available as part of a special Lacoste Momentum-branded Pandora radio station.

Euro RSCG 4D New York's other blue-chip client is Volvo Cars of North America.