2013 Winners & Shortlists

MARKS & SPENCER VIRTUAL FASHION EXPERIENCE

BrandAL FUTTAIM GROUP
Product/ServiceMARKS & SPENCER OUTLET LAUNCH IN AMMAN JORDAN
EntrantMINDSHARE LEBANON Beirut, LEBANON
Entrant Company MINDSHARE LEBANON Beirut, LEBANON
Media Agency MINDSHARE LEBANON Beirut, LEBANON

The Campaign

Marks & Spencer, the global fashion retailer, was finally opening in Amman, Jordan during December of 2012 through its representative operator, Al Futtaim group, in the Middle East. Amongst the communication clutter of fashion retailors, M&S needed a unique launch, positioning itself as a modern and lifestyle fitting brand to the female Jordanian crowd. Our research indicated that while vast majority of Jordanian ladies live a conservative social life, they thrive to stand out and express their individuality and they thirsty for new lifestyle experiences. They embrace new technology with spiking social media activities. Additionally, females represent 42% of social media users in Jordan. Our strategy was to have a big bang launch that would engage the audience and create brand talkability. We wanted this to happen through a unique channel. The idea was to create an interactive and engaging medium while leveraging digital and social media.

Success of the Campaign

The results were astounding: • More than 6,832 women, 35% of Taj Mall females’ visitor, interacted with the Virtual Closet. • With Jordan having the lowest smartphone penetration in the Middle East, 62% of our targeted mobile users downloaded the app! • 11,727 people engaged with the virtual closet on Facebook and on the website. • 19,500 fans were generated in two weeks. • Overall positive sentiment toward the opening of the store complimenting the items. They still are engaging on the page on daily basis. • Users associated their virtual experience with the store’s items. • M&S met their Sales forecast for the first quarter during for the first month of the launch.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We created the M&S Virtual Closet and developed augmented reality software for that purpose. The Closet was installed on the M&S store façade thus instigated an interactive wall. The interactive wall allowed users to virtually try on different outfits and accessories. A color detection technology senses fingers and skin which enabled the user to remotely swipe across items. We invited ladies to experience their 1st virtual fashion journey across the Middle-East. Additionally, visitors can capture their body images to experience the Virtual Closet on Facebook at their leisure; share it with friends and save their preferred outfits. To drive traffic to store an effective 360 selection of paid media was deployed: display, interactive media, social, mobile advertising, website, radio, SMS, outdoor and in-mall. On Mobile: once a mobile app is installed; users can scan AR codes published in print media and on store façade to experience M&S catalogue.

Credits

Name Company Role
Rasha Rteil Mindshare Lebanon Digital Strategist- Levant
Ghada Hmedeh Mindshare Lebanon Regional Director-Client Leadership
Patrick Rizk Mindshare Lebanon Senior Digital Executive