The Brief

To help India’s most innovative workwear brand launch its AW/12 collection in a manner that would connect with its socially wired, technology wielding fans, thereby increasing the brand’s social media presence.

Describe how the promotion developed from concept to implementation

We gave the fans the power to launch the collection with their social nervecenters a.k.a. their mobile phones. We organized a Tweet-Up at India’s tech capital, Bangalore, centered around a Twitter-powered phygital hoarding covered with shirts from the latest collection. With each shirt backed by a solenoid that was wired to a mounted computer, the hoarding would drop a shirt down for the fan in response to a tweet. Through the mere act of tweeting to the hoarding, social media mentions peaked, creating the desired buzz about the launch.

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

Through a potent cocktail of on-ground activation and live-streaming, the event trended on Twitter that day garnering 1.1 million impression in 2 hours. The event helped the brand’s Facebook fanbase cross the 1m mark reeling in impressive web mentions.

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

Since its inception, Allen Solly has been celebrated for its penchant for innovation in the workwear fashion category. In a highly cluttered market characterized by run-of-the-mill fashion shows for product launches, the event helped reiterate the brand’s reputation as a champion for the unconventional.