An evening in the shoes of James Bond in a secret location
Services
Activation Strategy
Creative concept
Art direction
Client
Michael Kors
Categories
Sponsorship Activation
Challenge
Fully leverage the sponsorship activation of the Michael Kors x James Bond partnership to create an immersive customer experience that boosts sales of the dedicated capsule collection and enhances the brand’s desirability.
The objective was to turn the official partnership with the 007 franchise into a concrete commercial lever, by creating a premium experience that drives customers to discover the capsule collection while generating qualified in-store traffic. This activation aimed to maximize the sponsorship ROI by turning the Bond universe into a tangible sales argument.
Strategy
Optimized Sponsorship Activation
Our strategy is to exploit every element of the Michael Kors x 007 partnership to generate maximum commercial synergy. Rather than simply communicating about the partnership, we developed an immersive experience that concretely embodies its value and justifies the sponsorship investment through measurable commercial results.
Identifying Effective Bond Levers
Through an in-depth analysis of the James Bond universe (social listening, research), we identified the most impactful elements from the Daniel Craig era: iconic opening credits, casino atmosphere, signature cocktails, and sophisticated aesthetics. These elements became the pillars of the activation, creating a Bond authenticity that legitimizes the capsule collection.
Desirability Strategy Through Exclusivity
Leveraging the trend of speakeasies and hidden venues, the experience was transformed into an exclusive privilege, mechanically increasing the brand’s desirability and creating a sense of premium belonging among participants. This approach generated natural excitement, favorable to sales.
Dual Targeting to Maximize Impact
The activation simultaneously targeted influencers (for media amplification) and the general public (for direct sales), optimizing sponsorship ROI.
Solution
Integrated Sponsorship Activation Experience
Our solution transformed the retail space into a Bond experience hub, creating a direct link between the partnership and purchasing action.
Customer Journey Optimized for Conversion
The experience began right inside the Michael Kors store, naturally leading participants to discover and buy the 007 capsule collection. This physical integration maximized conversion opportunities.
Authentic Bond Immersion
- Secret entrance through a two-way mirror to enhance exclusivity
- Faithful recreation of an underground casino (roulette, blackjack)
- Signature cocktail bar with Bond’s iconic martinis
- 20-minute experience calibrated to sustain engagement without fatigue
Premium Activation Elements
- Photo sequence replicating the iconic Bond intro
- Game to win a bottle of Bollinger (official 007 champagne)
- Sound and visuals perfectly aligned with Bond’s style
- Seven distinct activations pacing the experience
Integrated Content Strategy
Each element of the experience was designed to generate shareable social content, amplifying the partnership’s impact beyond the event and creating buzz around the capsule collection.
Commercial Data Capture
The photo experience and registrations allowed for the collection of qualified customer data, feeding into future targeted commercial activations.
Defined KPIs to Measure Activation Effectiveness
- In-store conversion rate: % of participants who purchased from the 007 capsule collection
- Average basket value: Average purchase value related to Bond products
- Social engagement rate: Monitoring of shares, tags, and interactions generated
- Qualified reach: Measure of exposure to premium targets aligned with Michael Kors’ positioning
- Recommendation rate: Likelihood of participants recommending the brand after the experience
Results
Optimized Sponsorship ROI
The activation effectively turned the James Bond partnership into a tangible commercial lever, generating a significant increase in capsule collection sales while reinforcing Michael Kors’ premium brand image. The immersive experience created a strong emotional link between the Bond universe and the brand, fully justifying the sponsorship investment with measurable results.
+25%
increase in sales during the period
+1mio
impressions
7
activations
+80
participants