MUSICAL FITTING ROOMS

Silver Spike
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TitleMUSICAL FITTING ROOMS
ClientSTARHUB
Product / ServiceONLINE MUSIC STORE
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE

Results and Effectiveness

We closed the sale with the reader beaming proximity text messages to the target’s mobile. These texts contained information about the suggested song and the music store. Average click-through rate was 84%. Paid music downloads increased by 21%. Brand equity score among youth increased by 57%.

Creative Execution

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. The idea was implemented across 8 fashion labels that are popular with the youth, turning fitting rooms in the city into interactive in-store installations.

Insights, Strategy and the Idea

The youth segment forms a large percentage of the customers for the StarHub Online Music Store. For this campaign, 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. 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. Insight: The youth define themselves by the type of music they listen to, and by the clothes they wear. Taking off from that insight, we combined music and fashion with cutting edge technology to introduce the youth to music that match their fashion styles.

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