XM launches social media campaign for Audi Fashion Festival

XM, the digital arm of JWT, is behind a social media campaign for the Audi Fashion Festival in Singapore.

The announcement:

SINGAPORE, May 13, 2013— XM Asia has created an online platform and social media
strategy that’s helping power the highly-successful Audi Fashion Festival and connect
Singapore fashion fans with the show’s headline designers, including Carolina Herrera,
Collette Dinnigan and Hussein Chalayan.

The Audi Fashion Festival, now it its fifth year, is Singapore’s premier annual fashion
show. The event attracts top local and global designers, and will play host to over 13,000
visitors when the show kicks off on Wednesday, May 15.

AFF tapped XM Asia to serve as both ad agency and official interactive partner to the
show, leveraging XM’s digital and marketing expertise to promote this year’s theme,
“Crafting the Future – Celebrating Five Years of Fashion Success.”

“To mark the five year milestone for the Audi Fashion Festival, we wanted to celebrate
our past achievements, where we are today and where we hope to be with the theme for
this year – Crafting the Future.” said Joyce O’ Dwyer , AFX Project Director. “We are
pleased to have XM Asia as the official interactive partner to bring to live, and infuse the
spirit of our theme onto our current website, which reflects the modern sophistication that
AFF is today,” she added.

XM Asia has redeveloped a new, robust website for the Audi Fashion Festival Singapore
that streamlines and aggregates all the event’s social activities, form “Instafashion feeds”
to twitter updates and a live stream of upcoming and ongoing events, into one site that’s
designed to increase engagement and connects fans, industry stakeholders and the
general public.

By consolidating all online conversations by the AFF brand and individual designers, as
well as displaying key information such as the designer line-up, their collections, and the
calendar of events, XM has helped raise the fashion show’s social media profile and
forge a deeper connection with Singapore’s super-wired fashion fans.

“We are incredibly proud that we were appointed both the agency, and the Official
Interactive Partner, for the show. It gives us tremendous ownership over the project and
makes us feel even more connected on our thinking and strategy,” said Paul Soon. XM
Asia Pacific CEO. “Our staffers would kill to work on a fashion brand. With the Asian
Fashion Exchange’s Audi Fashion Festival, we get to work on all of them.”

About XM Asia Pacificriven by the underlying desire and passion to make a positive difference, XM Asia

Pacific has been consistently delivering effective, innovative and award-winning
strategies that seamlessly evolve with the ever-changing business landscape since

As one of Asia’s first and largest digital agencies, XM Asia Pacific offers a full range of
proven digital marketing, technology consulting and experience design services across
its network of offices in Southeast Asia for a wide-spanning portfolio of clients such as
the Singapore Tourism Board, Maxis, Unilever, Nestlé, MasterCard, Malaysia Airlines,
Ford and XL Axiata.

By combining consumer insights, customer intelligence with creative ideation to
formulate impactful solutions, XM Asia Pacific creates change that matters not only to
clients’ businesses but also to the agency itself. Make change matter. Visit to find out how.

XM Asia is a JWT company, and part of the WPP group.

Source: press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing