Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: H&M
Product/Service: XMAS COLLECTION
Media Agency: ZENITHOPTIMEDIA, Paris, FRANCE
Brand Director: Marjorie Martinet (Optimedia)
Brand Manager: Natacha Favre (Optimedia)
Content Strategy: Kristel Pecnik (Optimedia)
DGA: Gregoires Peyroles (Territoires)
Account Director: Boris Vey (Territoires)
Media placement: event - H&M flagship Champs Elysées - 05 december /2011
Insights, Strategy & the Idea
H&M’s brand values are: democratic, spontaneous, inspiring, inviting and fun!
H&M is the ‘Fun of Fashion’. Fun because H&M caters all styles, they do not dictate what is wrong and what is right, black or multicolour. They make sure good taste is not a matter of money.
The media behaviour should therefore reflect this concept and find the right balance between them.
H&M’s target is broad however, H&M’s customers all have one thing in common: the love of fashion! H&M’s overall communication strategy is to show its capacity to democratise fashion but also to be perceived as trendy, stylish and inspiring in the creative and in the communication means.
Media objectives :
- Stand out with new and never seen before communication means.
- Be creative with a limited budget
The intense competition together with similar advertising behaviour makes it a necessity to find a new way to stand out on each campaign.
Creative Execution
For The Christmas collection, the objective was to communicate on a theme and deliver an execution that has a strong connection to the Holiday season: “Togetherness”.
The global campaign was sustained by traditional media :
- A powerful TV burst
- A creative presence on fashion magazines with a 2 x spread pages and inserts
- A compelling digital & Mobile campaign on main websites
…And a very innovative In-store event
H&M offered its customers the chance to be a model on a very special shooting. The event took place in the Champs Elysées Flagship.
The concept: from December 5th to December 17th 2011, a giant automatic photo booth was settled. The idea? Fashion addict comes together with someone (couples, friends, family members), chooses a look in the store, and is photographed in this booth, each couple leaves the store with the giant poster. Every day, the best picture is rewarded by a €100 gift card per person.
Results and Effectiveness
Overall, the event was a great success. It generated a lot of word-of-mouth on the second week, people were queuing waiting for the opening time (more than 50 people waiting).
- A lot of people asked if such another event would take place
- Participants were very happy to be part of it and found the operation very qualitative
It was also a good internal communication as the staff were very happy and proud to propose this to their customers.
A few figures:
- 2750 pictures taken during 13 days
- 1580 posters printed (the printer worked non stop from 11:30am to 08:30pm)