| Title | THE DRESSING ROOM |
| Brand | LOUIS PHILIPPE |
| Product / Service | APPAREL |
| Category | A04. Use or Integration of User-generated Content |
| Entrant | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| Entrant Company | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| Contributing Company | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Abhishek Razdan | Jack In The Box Worldwide | Sr. Vice President/Business Head Head Mumbai |
| Prasanna Devadiga | Jack In The Box Worldwide | Creative Director Director Design |
| Ruchika Vyas | Jack In The Box Worldwide | Executive Editor |
| Serena Paes | Jack In The Box Worldwide | Group Business Manager |
| Gautam Gandhi | Jack In The Box Worldwide | Brand Co/Ordinator |
| Madhuri Vaidya | Jack In The Box Worldwide | Sr. Ui Developer |
| Ankit Tomar | Jack In The Box Worldwide | Sr. Project Manager |
| Bhagyesh Kambli | Jack In The Box Worldwide | Sr. Ui/Ux Developer |
| Rupesh Raul | Jack In The Box Worldwide | Cms Executive |
| Manasi Rawalgaonkar | Jack In The Box Worldwide | Editor/Social Media Manager |
| Sandip Shetty | Jack In The Box Worldwide | Head Seo/Analytics |
| Alpa Mhatre | Jack In The Box Worldwide | Sr. Designer |
| Akshata Viveka | Jack In The Box Worldwide | Assistant Business Manager |
| Ashish Mewada | Jack In The Box Worldwide | Project Manager |
| Sangeeta Sharma | Jack In The Box Worldwide | Creative Director |
| Shruti Jhaveri | Jack In The Box Worldwide | Jr. Designer |
| Abhishek Hegde | Jack In The Box Worldwide | Producer |
| Saurabh Kulkarni | Jack In The Box Worldwide | Content Supervisor Post Production |
| Oshan Guliani | Jack In The Box Worldwide | Social Media Executive |
| Ganesh Gupta | Jack In The Box Worldwide | Sr. Web Developer |
Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd. is one of India’s fastest growing branded apparel companies and a premium lifestyle player in the retail sector. The company’s brand portfolio includes products that range from affordable and mass-market to luxurious, high-end styles that cater to every age group, from youth to men. In India, one of their brands Louis Philippe, today, stands as a trademark of impeccable fashion quality. There were no restrictions imposed specifically. We had to bear in mind that our content became massively shareable content which was to be presented to the target audience, which rarely goes out shopping.
A microsite was created for the campaign wherein details of the prizes, rules, leaderboard and other information were present. The users logged in using FB or Twitter and turned into stylists and showcased their skills by sifting through the AW collection of LP and dress the actor, Vidyut Jamwal, for a date. The campaign executed through the microsite along with an interactive live streaming session hosted on Louis Philippe’s website. The users tweeted their messages directly to Vidyut Jamwal, who answered to them in real time through the live video stream. The campaign was promoted on the Facebook page and the Twitter account of the brand through various teaser posts & banners. 4 winners were chosen for the campaign, who were then flown to Bangalore and given a complete wardrobe make over from Louis Philippe.
The strategy used for this campaign included a Live Stream Video via Twitter, with Bollywood’s Action Star Vidyut Jamwal. He tried out clothes as different users tweeted their recommendations live to him. Thus came to life, the Dressing Room App which allowed users to pick their clothes from Louis Philippe’s Autumn Winter collection, preview them on a mannequin and buy them on Louis Philippe’s e-commerce portal. The strategy therefore included engagement + interaction + entertainment + awareness about the new collection.
The campaign gathered huge appreciation and popularity. Social Samosa voted this as one of the best 25 Indian Digital Campaigns. The campaign trended nationally on the day Sachin Tendulkar retired. The video itself received 14,000 views in just one hour, with 3,382 visitors directed to the e-commerce portal for purchases. Over 25,000 looks now are a part of the dressing room app with more than 5,50,000 page views and over a 10,00,000 impressions, which has become an integral part of the Louis Philippe website.