Leading Australia and New Zealand online fashion, sports and lifestyle retailer, The Iconic has kicked off a new campaign, leveraging a YouTube ad extension that enables viewers to directly shop new looks from The Iconic Sport by interacting with the ad.

Created specifically for YouTube, in collaboration with Google, The Glue Society and Revolver Sydney, the Hit the Blue Button campaign combines several unique Google products including TrueView for Action for viewers to instantly purchase featured outfits by simply clicking the ‘blue button’.  

The four ad variations feature a weightlifter, runner, yogi and swimmer, performing their sport of choice in each video, encouraging the viewer to click and shop the outfit to instantly relieve them from the strain of their activity.

The Iconic chief marketing officer, Alexander Meyer said the online retailer is always looking for new and meaningful ways to connect with its customers.

“We have the most comprehensive assortment of sport apparel and footwear in Australia and New Zealand, and we wanted to find an innovative way for our customers to engage and shop Sport with us in an Iconic way,” he said.

“Our Hit the Blue Button campaign was created to do just that; not only is it a unique way to drive awareness 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.”