Title | SHOP ELSEWHERE |
Brand | SHOP ELSEWHERE |
Product / Service | FASHION |
Category | A01. Mobile Websites and Web Applications |
Entrant | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Entrant Company | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Advertising Agency | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Advertising Agency 2 | GEOMETRY GLOBAL Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
Olivia Paul | Geometry Global Hong Kong | Account Executive |
Harshad Sreedharan | Geometry Global Hong Kong | Group Account Director |
David Paysant | Geometry Global Hong Kong | Managing Director |
Kenny Foo | Geometry Global Malaysia | Senior Designer |
Elle Poon | Geometry Global Malaysia | Senior Designer |
Michelle Lim-Chua | Geometry Global Malaysia | Senior Copywriter |
Jarrod Reginald | Geometry Global Malaysia | Senior Art Director |
Pedro Pereira Lopes | The Brand Union Hong Kong | Senior Designer |
Andy Reynolds | The Brand Union Hong Kong | Creative Director |
Stuart Howe | Redworks Hong Kong | Editor |
Josh Thomas | Redworks Hong Kong | Senior Digital Art Director |
Jonathan Evans | Redworks Hong Kong | Associate Creative Director |
Tyler Whitlock | Social@ogilvy Asia Pacific | Digital Creative |
Mehdi Lamloum | Social@ogilvy Asia Pacific | Creative Director |
Daniel Comar | Geometry Global Asia Pacific | Regional Executive Creative Director |
Reed Collins | Ogilvy/Mather Group Hong Kong | Chief Creative Officer |
Facing high rent rates and competing with the world’s largest fashion brands, Hong Kong-based independent designers struggle to reach more clients. As they cannot afford prime store locations or compete with the big brand marketing budgets, our challenge was to develop an innovative approach to business that would provide a unique in-store experience and help them acquire new customers. Shop Elsewhere is a platform where brands collaborate by recommending each other’s products through an in-store activation. For each item in store, a tag displaying a unique QR code is created. By scanning the QR code, the customer accesses a mobile website where they discover a matching item from another designer. A map showing the other designer’s location drives the customer in-store to buy the recommended item. Online stores use the “You may also like…” feature to suggest additional items for purchase consideration. With Shop Elsewhere, we brought this to the real world as designers recommended items that would compliment an in-store purchase; only the recommended items were from another designer. With this cross-recommendation model, each participating designer instantly increased their reach while also creating a unique in-store experience for customers as they received first-hand recommendations from the designers themselves. Five designers formed collaborations within the first week offering recommendations for more than 40 design combinations and helping raise traffic to each other’s stores. The movement is still growing with more designers joining across Asia. Shop Elsewhere has also seen a positive response from customers, who generally shy away from larger brands and seek out new designers, as the movement helps them discover new designers that match their own taste.