Нестандартная реклама "Musical fitting rooms", бренд: Starhub, агентство: DDB Singapore
Название: Musical fitting rooms
Агентство: DDB Singapore
Рекламодатель: Starhub
Бренд: Starhub
Страна: Сингапур
Сектор бизнеса: Книги, CD и т.д.
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Neil Johnson | DDB | Chief Creative Officer |
| Joji Jacob | DDB | Executive Creative Director |
| Thomas Yang | DDB | Creative Director |
| Khalid Osman | DDB | Associate Creative Director / Art Director |
| Lester Lee | DDB | Senior Copywriter |
| Mark Lim | DDB | Copywriter |
| Elmy Thong | DDB | Art Director |
| Selena Soh | DDB | Copywriter |
| Jeff Cheong | Tribal DDB | Head of Tribal DDB |
| Yeo Wee Lee | Tribal DDB | Head Of Technology |
| Ciaran Lyons | Tribal DDB | Associate Director of Technology |
| Rowena Bhagchandani | DDB | Chief Client Officer |
| Brenda Bey | DDB | Account Director |
| James Tan | DDB | Account Manager |
Describe the brief from the client: The youth segment forms more than 50% of the customers for the StarHub Online Music Store. StarHub wanted to engage this target group and build stronger affinity. Secondary objectives: increase web traffic and music downloads. From the get-go, we understood we couldn`t advertise to the youth. We couldn`t just flash some cool images before them. They are averse to advertising. However, it`s not all bad, the youth love music. We just needed a way to make ourselves relevant. The strategy was simple: find a way to add real value to a youth`s life.
Creative Execution: The relationship between music and fashion is a natural one - especially for the youth. We built our solution on the insight that the youth define themselves by the type of music they listen to, and by the clothes they wear. Hence, we combined music and fashion with cutting edge technology to create a hyper personalised experience. The solution is appropriate for the brand because as the second largest communications company in the country, StarHub is known to be a leader in innovation. And with this campaign, we combined leading technology with an acute understanding of our audience.
Describe the creative solution to the brief/objective. We created Musical Fitting Rooms. These rooms suggest songs that suit the style of clothing being tried on. How It Works: We tagged RFID chips to clothes and installed RFID readers with directional speakers in fitting rooms. When a garment is brought into a fitting room, the RIFD chip triggers the reader to play music that matches the style of the garment. This tech combo introduced the youth to music that matched their styles - adding value to their lives. The idea was implemented in 42 retail stores with high youth traffic, turning ordinary fitting rooms into interactive installations.
Describe the results in as much detail as possible. We closed the sale with the reader beaming proximity text messages to the targets mobile. These texts contained information about the suggested song and the music store. Average click-through rate was 84%. Paid music downloads increased by over 21%. Brand equity score among youth increased by 57%. And over 47,000 songs from 16 genres were recommended to youth across the country.
Награды:
- Cannes Lions, 2011 (1 место) Promo & Activation Lions (Best Temporary In-Store Displays in a Promotional Campaign)
- Cannes Lions, 2011 (2 место) Promo & Activation Lions (Best Use of Ambient in a Promotional Campaign)
- Cannes Lions, 2011 (3 место) Direct Lions (Direct Response Digital: Other Digital Platforms)
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