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 strategy
Our strategy was to make our Fashion Show accessible to everyone through their digital devices by “hacking” Google Street View to transform 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 AW19 fashion runway. Whoever would “stroll” on Google Street View around this neighbourhood would find our content seamlessly inside this underused media.
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.
Describe the execution
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 of the campaign and is still online on Google Maps.
List the results
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.