Title | GU LAUNCH IN HK |
Brand | GU HONG KONG APPAREL LIMITED |
Product / Service | GU FASHION ITEMS |
Category | A02. Use of Social / Digital Platform |
Entrant | HAKUHODO HONG KONG, HONG KONG |
Idea Creation | HAKUHODO HONG KONG, HONG KONG |
Media Placement | HAKUHODO HONG KONG, HONG KONG |
Production | HAKUHODO HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Shinji Okada | Hakuhodo Hong Kong Ltd | CEO & President |
Hiroyuki Kamata | Hakuhodo Hong Kong Limited | Vice President |
Mike Chiu | Hakuhodo Hong Kong Ltd | Head of Creative |
Winnie Lam | Hakuhodo Hong Kong Ltd | General Manager |
Vicky Chan | Hakuhodo Hong Kong Ltd | Senior Account Director |
Erica Lau | Hakuhodo Hong Kong | Associate Creative Director |
Sunny Lam | Hakuhodo Hong Kong | Senior Art Director |
Emotional connection = MUSIC + FREEDOM + FASHION Mixing & matching of fashion is fun and totally up to you. You can create different styles to represent the real you. The same applies to your choice of music: you are free to decide. The crossover of these elements is genuinely interesting and ties in well with “GU = Freedom” which allows you to present your views, beliefs and values. This is how “Jam Your Fashion Music” was born! Original music is created to support the online website which allows players unlocked individual music rhythms corresponding to fashion items! Reward items assigned to encourage viral. MVs are produced to enhance the awareness and attract players to the website. The song also carry an important role to connect every single steps including launch event, store visit live-feed and in-store live-feed games, it even as the store background music during the campaign!
Stage 1. (1) Kicking Off the Fashion Music Jam by Event & MV > Celebrity endorsement, SG amplified marketing efforts and PR coverage > Demonstrate game logistic on stage to show how music & fashion jamming freely > Blast out first-time-ever GU song MV (2) Engaging More Audience by Facebook Livefeed To spread the message of “True Freedom of Fashion” to a wider scope of audience, SG not only introduced the brand concept in-store but also broadcasted this event by Facebook livefeed at GUHK and SG page spontaneously Stage 2. (3) New MV to announced the new fashion items to stimulate the players & encourage non-stop playing to collect new rhythms & create new looks (4) Connecting Real Life and Online Experience SG paired up with selected customers to create unique fashion music creation. Mini event was hosted on Facebook livefeed, creating more engagement, enhance noise & special shopping experience.
Over the campaign period, the mini site attracted a huge amount of traffic, players could not get enough of the fashion jamming experience: > 241,000 pages viewed > Live feed ROI 1021% > Game site visitors over 92,000 > Media coverage earned valued up to 5.2M > Generated huge amount of shop traffic
Music is essential to our young target, also is the best way to engaged with them. To link it with GU new launch, we’ve specially created an online game for a fashion-music jam which allowed players to create their own music by mix-and-match different fashion items! A theme song which blended in the concept “GU = Freedom” is developed to support it. The music is being utilized in the fashion-music jam and widely spread the music through MV, live performance in the launch event, live-feed streaming and in-store happening at second stage. Music is the core element in our campaign.
Our target audience is youngsters aged 20-34, they were millennials – a non-homogenous population who nonetheless expect their customer experience to be personalized, seamless and go viral. 99% of GU’s target is internet savvy and “always-on”, however, that doesn’t mean that they’ve stopped frequenting brick-and-mortar shopping experience; while 1-in-4 of them saw “Music” as major hobby, spending up to 165 minutes listening to music everyday! [Data: GH, Spotify] A unique online-to-offline 360° customer journey could effectively talk to them and bombard the market. “Gamification” Gaming component is added at every stage from launch event, online game, to live-streaming event to create a lasting, brand-focused impression of fun to grab the attention of our target, making the experience unique, fun & integrated with consumer lifestyle. This not only drives engagement, but also brand awareness and new products showcase, in turn driving traffic and increasing sales.