2020/2021 Winners & Shortlists

Why is this work relevant for PR?

The first-ever Google Street View Fashion Show is an innovative way that combines the use of technology with the world of fashion. We wanted to raise awareness of the seasonal collection in a way that hasn’t been done before. By repurposing Google Street view, we created a global PR stunt that generated earned media globally – and with almost no investment.

Background

City Centre, a MENA region mall chain, wants to position itself as a ‘real fashion destination for real people’. To support the outdoor campaign presenting the Autumn Winter ‘19, the client asked us to create an activation that would generate PR to reinforce their association with casual fashion. Objectives: • Support the awareness campaign of City Centres’ Autumn Winter Campaign 2019 to drive consumer interest and ultimately generate footfall and sales. • Highlight the new innovative experiences MAF and City Centres’ are bringing to customers throughout the AW 2019 campaign. • Continue to build on the positioning of City Centres as the ultimate destinations for affordable fashion and memorable experiences that cater to everyone’s needs and tastes. • Support retailers through maximising awareness about their fashion collections through engagement with audiences via multiple touch-points and channels.

Describe the creative idea (20% of vote)

We wanted to demonstrate how close to people City Centre fashion is, by taking over the street through Google Street view. We created the first street fashion show only available in Google Street view. We selected Shindagha area to hold the fashion show. 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. A cast of 15 models, 20 bystanders and 20 photographers posing as paparazzi and a runway created the scenes of a fashion show that are now available to view on the Google Street View platform.

Describe the PR strategy (30% of vote)

We targetted from generalist media, fashion and tech to be able to tackle the different angles of our story and deliver the message to the mall audiences. Our key message: City Centre launches Autumn-Winter collection 2019 with the first-ever Fashion Show in Google Street View.

Describe the PR execution (20% of vote)

Timeline: October - December 2019 Scale: Regional

List the results (30% of vote)

Google Street View activation news story was distributed in both English and Arabic on Wednesday 16th October. Overall, the campaign achieved 71 clippings, that included 6 print clippings 5 in Arabic and 1 in English titles and 65 online clippings, split between 31 Arabic and 24 English. The campaign was covered in the top four Dailies (Emarat Al Youm, Al Khaleej, Al Watan, & Khaleej). The sentiment was mainly positive and neutral Number of Hits: 71 clippings Circulation: 373,584 Reach/Opportunity to See (OTS): 12,322,014 Advertising Value Equivalency (AVE): AED 807,991 PR Value: AED 2,827,967