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 |
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 |
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.