The Brief

A.S. Colour is a high-end apparel company with stores throughout Australasia. They specialize in colour, with over 50 in their range. Target market: urban 15-30 year olds. The problem is, most people lack the confidence to step outside three safe colours: Black: 44% of all sales White: 25% Grey: 20% So how could we give people the inner confidence they needed to branch out, worry-free? If we could answer that, sales would follow.

Creative Execution

A.S. Colour specialize in colour. They live by the mantra that life is better more colourful. By taking subjectivity out of the equation and giving customers solid proof that a new colour (outside their regular repertoire) could be an improvement, it gave them the confidence to branch out and at least try something new (which ultimately means more sales). And not only did equip customers and passers by with confidence to step into new A.S. stock, it created a scene daily and turned the window into a gateway into the store. As a result, sales are up.

Describe the creative solution to the brief/objective.

We created an interactive window display that used the laws of colour science to help people wear colour better. How: A Kinect camera locks on the user and registers the colours in their outfit. The program determines how complimentary these colours are, how original the combination is compared to others, and how up to date. The data forms a colour rating. The Colourmatic then works out the weakest link in the outfit and recommends a more complimentary alternative to improve the rating. Now, people didn’t have to take chances, they had science assuring them it was ok.

Results

So far, 10,000+ people have used the AS Colourmatic. They look 28% better on average. Sales are up over 16%. A.S. customers are brighter, bolder, and more confident than ever. The A.S. Colourmatic has proven so successful, it is being rolled out across every A.S. store in Australasia. So keep an eye out.