AMAZING DRESSING ROOM

TitleAMAZING DRESSING ROOM
ClientHUNYA FOODS
Product / Service77 NOUGAT CHOCOLATE BAR
CategoryB02. Use of Ambient Media: Large Scale
EntrantDENTSU TAIWAN Taipei City, CHINESE TAIPEI
Idea Creation DENTSU TAIWAN Taipei City, CHINESE TAIPEI

The Campaign

Idea: The Amazing Dressing Room Communicate the “new look” message while customers are trying on new clothes. Have the familiar childhood playmate amazingly appear at this moment in these youths’ lives. Through this experience, make them realize that this familiar old friend has grown up, too. It too has changed its look, and has a new flavor!

The Brief

Overall budget:2 million dollars

Creative Execution

We create an “Amazing Dressing Room” in a clothing shop. By walking in to the changing room Animations will appear in the mirror while the shirt is lift up. Due to the usage of AR and human body detection technologies. Five different kinds of animations will randomly play . Lastly, the mirror will deliver the message of "new packaging for 77 nougat chocolate bar”

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

The FB fan club got 820,457 video views, and fan interaction increased 390%. In less than 6 hours, the FB fan club one-day “Photoshop” event got a total of 85,639 interactions, an achievement rate of 714%! During the campaign, actual monthly sales doubled and brand awareness rose from No. 5 to No. 3. We successfully capture consumer’s attention to regain their childhood memories of 77 chocolate bar.

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

Communicate the “new look” message while customers are trying on new clothes. And use new Technology to announce a whole new look in order to reach the hearts of young consumers. We successfully capture youth consumer’s attention to regain their childhood memories of 77 nougat chocolate bar.

Let 77 nougat chocolate bars appear unexpectedly in the lives of young people, and evoke the childhood memories of young people in 77. We created a unique surprise locker room in the physical clothing store, allowing young people to change clothes and accidents. The discovery of 77 and new information, and through the innovative AR interactive experience technology, let young people experience and share to the community. And released AR reloaded videos on the FB fan group, and launched a limited-time event to let young people become curious and interested, participate together, and share it with their personal social media to achieve a diffusion effect.

Credits

Name Company Position
Alice Chou Dentsu Taiwan Inc. Chief Creative Officer
Jimmy Chen Dentsu Taiwan Inc. Creative Director
Penpen Chou Dentsu Taiwan Inc. Associate Creative Director
Black Chen Dentsu Taiwan Inc. Associate Creative Director
Kathie Wu Dentsu Taiwan Inc. Creative Supervisor
Stafi Luo Dentsu Taiwan Inc. Senior Sales Director
Bonnie Cheng Dentsu Taiwan Inc. Sales Supervisor
Links
Video URL