MUSICAL FITTING ROOMS
Silver Spike
| Title | MUSICAL FITTING ROOMS |
| Brand | STARHUB |
| Product / Service | ONLINE MUSIC STORE |
| Category | C05. Other Digital Channels |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising/Web Design Agency: | DDB GROUP SINGAPORE, SINGAPORE |
Credits
| Name | Company | Position |
|---|---|---|
| NEIL JOHNSON | DDB SINGAPORE | CHIEF CREATIVE OFFICER |
| JOJI JACOB | DDB SINGAPORE | EXECUTIVE CREATIVE DIRECTOR |
| THOMAS YANG | DDB SINGAPORE | CREATIVE DIRECTOR |
| KHALID OSMAN | DDB SINGAPORE | ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR |
| LESTER LEE | DDB SINGAPORE | SENIOR COPYWRITER |
| MARK LIM | DDB SINGAPORE | COPYWRITER |
| ELMY THONG | DDB SINGAPORE | ART DIRECTOR |
| SELENA SOH | DDB SINGAPORE | COPYWRITER |
| JEFF CHEONG | TRIBAL DDB | HEAD OF TRIBAL DDB |
| WEE LEE YEO | TRIBAL DDB | HEAD OF TECHNOLOGY |
| CIARAN LYONS | TRIBAL DDB | ASSOCIATE DIRECTOR OF TECHNOLOGY |
| ROWENA BHAGCHANDANI | DDB SINGAPORE | CHIEF CLIENT OFFICER |
| BRENDA BEY | DDB SINGAPORE | ACCOUNT DIRECTOR |
| JAMES TAN | DDB SINGAORE | ACCOUNT MANAGER |
Brief Explanation
The youth define themselves by the type of music they listen to, and by the clothes they wear. Taking that insight, we combined music and fashion – two powerful forms of self-expression for the youth – with RFID technology to create a hyper personalised experience. We created Musical Fitting Rooms. These fitting rooms suggest music tracks that best suit the style of clothing being tried on. The idea was implemented across 8 fashion labels that are popular with the youth, introducing the youth to music that matched their styles. And a music store that is relevant to their lifestyle.