2013 Winners & Shortlists

Results and Effectiveness

The results were astounding: More than 6,832 women, 35% of Taj Mall females’ visitor, interacted with the Virtual Closet. 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. 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.

Creative Execution

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 therefore invited ladies to experience the 1st time ever 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 and on store façade to experience M&S catalogue.

Insights, Strategy and the Idea

Marks & Spencer, the global fashion retailer, was finally opening in Amman, Jordan during December of 2012 through Al Futtaim group. 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. Very few were aware of Marks & Spencer and different perceptions emerge, therefore M&S needed a unique launch, positioning itself as a modern and lifestyle fitting brand to the female Jordanian crowd. 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.