GOOGLE STREET FASHION SHOW
Brand | MAJID AL FUTTAIM – CITY CENTRE |
Product/Service | AUTUMN WINTER 2019 |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Use of Digital Platforms |
Idea Creation
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MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
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Media Placement
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MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
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PR
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MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
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PR 2
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Production
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MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
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Production 2
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JACK MORTON WORLDWIDE Dubai, UNITED ARAB EMIRATES
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Production 3
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SEE INSIDE GROUP Dubai, UNITED ARAB EMIRATES
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Why is this work relevant for Media?
This campaign “hacked” Google Street View to transforming it into a digital branded experience open to everyone. We repurposed Google Maps by replacing the original Google Street View content of one neighbourhood of Dubai, with the content of our fashion runway.
By using a platform that mixes the physical and digital world to offer a useful and original experience, the Google Street fashion show allowed everyone to experience an event that is usually just for a few now with a local flavour and with a global reach – and with no media investment.
Background
City Centre, a MENA region mall chain, wants to position itself as a ‘real fashion destination for real people’. Mostly because other malls such as Dubai Mall or Mall of the Emirates have higher-end fashion retailers.
To support the outdoor campaign presenting the Autumn Winter ‘19, the client asked us to create a digital activation to reinforce their association with fashion but the kind of fashion that people could wear on the streets.
Describe the creative idea / insights (30% of vote)
To generate awareness around the new collection, we recreated a fashion show to display and showcase the new Autumn Winter ‘19 collection to be visible for the public by publishing it on Google Street View. For one day, we organised a ‘street’ fashion show event that was shot with 360 cameras to capture the experience, and we uploaded the content on Google Street View platform, replacing the real content of the platform.
Describe the strategy (20% of vote)
Our strategy was to utilise an underused media as Google Street as a platform for our content to be shown, with no media investment. We sneaked our content inside the media so whoever would “stroll” on Google Street View around the area where we installed the Fashion show would find our content seamlessly.
Describe the execution (20% of vote)
We selected one of the main communities and traditional neighbourhoods in the city of Dubai, and created a street fashion show to showcase our new Autumn Winter collection. We shot the event with 360 cameras to capture the experience and uploaded the content to Google Street View.
An event that was meant to be for a few people, now was available in the busiest streets of the world, Google Streets. The event was spread organically through City Centre´s social accounts and through PR. The digital experience was set up at the same time as the campaign and is still online on Google Maps.
List the results (30% of vote)
Our AW19 Google Street Fashion Show gathered 300.000 views in the first 3 days and has achieved a reach of more than 10 million. The campaign was featured in at least 100 media outlets with an earned media value of $800.000 – including the tech magazine WIRED, and fashion magazines such as Esquire and Grazia.
Google Street Fashion Show was named third in the Top 10 Digital campaigns in Campaign ME Annual 2019.
Credits
Alfonso Arbós |
MullenLowe MENA |
Creative Director |
Silvia Carreño Vera |
MullenLowe MENA |
Copywriter |
Maricel Candido |
MullenLowe MENA |
Art director |
Miguel Dianda |
MullenLowe MENA |
Creative Director |
Paul Banham |
MullenLowe MENA |
Regional Executive Creative Director |
Rami Ghanem |
MullenLowe MENA |
Group Account Director |
Amina El Ashri |
MullenLowe MENA |
Senior Account Executive |
Jose Basug |
MullenLowe MENA |
Motion Designer |
Mohammed Jawad |
MullenLowe MENA |
Motion Designer |
Greg Brown |
MullenLowe MENA |
PR |
Dan Root |
See Inside Group |
Google StreetView Photographer |
Saad About Touq |
Memac Ogilvy |
Client Service Director |
Mahmoud El-Abed |
Memac Ogilvy |
Senior Account Manager |
Bana Khalaf |
Memac Ogilvy |
Account Executive |
Mina Kiwan |
Memac Ogilvy |
Media Relations Manager |
Rima Chammas |
Majid Al Futtaim |
Senior Marketing Director |
Dimitrij Dugandzija |
Majid Al Futtaim |
Marketing and Communications Director |
Siham Salloum |
Majid Al Futtaim |
Development Marketing Manager |
Mohamed Kobrosly |
Majid Al Futtaim |
Communication Marketing Manager |
Links
Social Media URL