2012 Winners & Shortlists

The Brief

DEPECHEMODE - a high-end fashion boutique – was successfully expanding, but was losing touch with its loyal clientele. Instead of a traditional ad campaign, we saw an opportunity in developing a long-term creative business solution that would reconnect with them, but also build a substantially expanded client-base. We created ‘6:05® at depechemode’, a space with experience and engagement at the heart of its concept. A multi-offering experiential space that comes to life every day at 6:05 sharp, to celebrate fashion, music and art through daily events. A space that becomes a meeting point for happy hours,organically promoting and activating itself.

Describe how the promotion developed from concept to implementation

We brought together a team of architects, engineers, technical experts and some of Beirut’s key influential music and art curators, and we built a space in the fashion-centric Downton, where every element was an experience in itself: from a line of constantly renewed products, to unusual directional signage, twisted fitting rooms, engaging custom-built mechanical installations, and even an innovative customizable-packaging machine. We developed ‘Happy Hours of another kind’: a continuous program of events, from live music performances to rotating exhibitions, and exclusive product collaborations. Strategically and continuously attracting eclectic crowds into this ever-changing space.

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

Through its successfully curated events during the constant Happy Hours activation, 6:05® experienced a substantial rise in footfall, self-generated press and online media coverage. Requests from individual artists, photographers, DJs, bands and furniture designers came pouring in, wanting to exhibit their talents and promote their work at 6:05®. Thus naturally promoting the space and its products on display. 6:05®’s sales exceeded the client’s expectations by over 23% and witnessed an unaccounted for 35% database expansion.

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

Unlike any usual retail space in Beirut, 6:05® required a non-traditional promotional strategy. With hard-to-find and ever-changing products (clothing and accessories, to gadgets, furniture, books, food, cosmetics…etc.) and prices ranging from $5 to $5000, 6:05®’s flexible event-based concept is actually an organic promotional tool. Through the happy hours’ diverse themes, the space constantly attracts new and different types of crowds; Thus continuously creating interest around all types of offerings.