MUSICAL FITTING ROOMS

Silver Spike
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TitleMUSICAL FITTING ROOMS
ClientSTARHUB
Product / ServiceONLINE MUSIC STORE
CategoryA02. Best Use of Merchandising/In-store Marketing
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
Sales Promotion/Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE

The Brief

The StarHub Online Music Store wanted to launch a trial promotion that gave out free downloads to the youth. Key performance indicators were increased web traffic and music downloads. To us, the key challenge was how do we stand out in a market flooded with freebies and meaningless giveaways?

Describe how the promotion developed from concept to implementation

We created Musical Fitting Rooms. These rooms suggest songs that suit the style of clothing being tried on. 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 into interactive in-store installations.

Describe the success of the promotion with both client and consumer including some quantifiable results

We closed the sale with the reader beaming proximity text messages to the target’s mobile. These texts contained information about the suggested songs. During the promotion, the suggested songs could be downloaded by our audience for free. All they have to do is click through to the online music store. Average click-through rate was 84%. Paid music downloads increased by 21%. Brand equity score among youth increased by 57%.

Explain why the method of promotion was most relevant to the product or service

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.

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 DDB SINGAPORE ASSOCIATE DIRECTOR OF TECHNOLOGY
ROWENA BHAGCHANDANI DDB SINGAPORE CHIEF CLIENT OFFICER
BRENDA BEY DDB SINGAPORE ACCOUNT DIRECTOR
JAMES TAN DDB SINGAORE ACCOUNT MANAGER