| Brand | DEPECHE MODE |
| Product/Service | FASHION STORE |
| Entrant | JWT Beirut, LEBANON |
| Category | Merchandising/In-store Marketing & Point of Purchase Displays |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
In-store announcement of the Personal Assistance Service in Depeche Mode, a concept store.
Describe how the promotion developed from concept to implementation
The Lebanese women prefer shopping on their own and they normally decline any store assistance service. In order to overcome this barrier we created a 'Help Room'.
Describe the success of the promotion with both client and consumer including some quantifiable results
A noticeable increase in Lebanese women selecting the 'stylist' programme.
Explain why the method of promotion was most relevant to the product or service
The permanent installation is a small fitting room with white walls, one huge mirror, one chair and one help button. All connected with a huge mural leading from the customer (seated) all the way to the Help button.
Upon pressing the help button a neon sign lights up on the outside signaling the 'stylist' to enter the room to provide assistance. "Entre nous" is chosen as a signal to enhance confidence and privacy.
Credits