2020/2021 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

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 almost no 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 2019, the client asked us to create an activation to reinforce their association with Fashion but the kind of Fashion that people could wear on the streets.

Describe the creative idea (20% 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. Whoever would “stroll” on Google Street View around this neighbourhood in Dubai would find our content seamlessly inside a media that is usually underused. 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)

The strategic approach was to tackle fashion in a new way by bringing it closer to people and make it accessible to everyone through their mobile devices. The peak of the year for the fashion industry is the fashion shows where just VIPs and their entourage are invited. Where the fashion you see on the ramps isn’t practical for everyday wear. But what if we could create a fashion event that anyone could see and afford? It was this kind of thinking that gave birth to Google Street Fashion Show. With the disruptive use of media platform, we brought the AW 2019 collection to an audience where we were bound to find them – the streets.

Describe the execution (30% of vote)

To be able to bring fashion closer to people, we selected one of the main communities and traditional neighbourhoods in the city of Dubai and created a street fashion show. We shot the event with 360 cameras to capture the experience and re-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.

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.