Musical Fitting Rooms|短视频|广告营销案例【ADGuider广告指南】

音乐试衣间

案例简介：描述客户的简报: StarHub 在线音乐商店希望推出一款试用促销活动，向年轻人提供免费下载。目标: 增加网络流量和音乐下载。对我们来说，关键的挑战是我们如何在一个充斥着免费赠品和无意义赠品的市场中脱颖而出？描述促销如何从概念发展到实施: 我们创建了音乐试衣间。这些试衣间推荐适合试穿服装风格的歌曲。它是如何工作的: 我们在衣服上贴上 RFID 芯片的标签，并在试衣间安装带有定向扬声器的 RFID 阅读器。当一件衣服被带进试衣间时，RIFD 芯片会触发读者播放与服装风格相匹配的音乐。这个想法在 42 家青年客流量高的零售店实施，将普通试衣间变成互动的店内设施。描述客户和消费者的成功促销，包括一些可量化的结果: 我们结束了销售，读者向目标手机发送了接近短信。这些文本包含关于建议歌曲的信息。在促销活动中，建议的歌曲可以由我们的观众免费下载。他们所要做的就是点击在线音乐商店。平均点击率 84%。推荐了来自 16 种流派的 47,000 多首歌曲。超过 29,000 首免费歌曲被下载，付费音乐下载增加了 21%。年轻人的品牌资产得分增加了 57%。这项活动被列为 StarHub 最成功的青年促销活动之一。解释为什么促销方法与产品或服务最相关: 音乐和时尚之间的关系是自然的 -- 尤其是对年轻人来说。我们的解决方案建立在年轻人根据他们听的音乐类型和穿的衣服来定义自己的洞察力之上。因此，我们将音乐和时尚与尖端技术相结合，创造超个性化的体验。该解决方案适合该品牌，因为作为该国第二大通信公司，StarHub 以创新领导者而闻名。通过这次活动，我们将领先的技术与对观众的敏锐理解结合起来。

音乐试衣间

案例简介：Describe the brief from the client: The StarHub Online Music Store wanted to launch a trial promotion that gave out free downloads to the youth. Objectives: increase web traffic and music downloads. To us, the key challenge was how do we stand out in a market flooded with freebies and meaningless giveaways? Describe how the promotion developed from concept to implementation: We created Musical Fitting Rooms. These fitting rooms suggest songs that suit the style of clothing being tried on. How It Works: We tagged RFID chips to clothes and installed RFID readers with directional speakers in fitting rooms. When a garment is brought into a fitting room, the RIFD chip triggers the reader to play music that matches the style of the garment. The idea was implemented in 42 retail stores with high youth traffic, turning ordinary fitting rooms into interactive in-store installations. Describe the success of the promotion with both client and consumer including some quantifiable results: We closed the sale with the reader beaming proximity text messages to the target’s mobile. These texts contained information about the suggested songs. During the promotion, the suggested songs could be downloaded by our audience for free. All they have to do is click through to the online music store. Average click-through rate was 84%. Over 47,000 songs from 16 genres were recommended. Over 29,000 free songs were downloaded and paid music downloads increased by 21%. Brand equity score among youth increased by 57%. This campaign is ranked as one of the most successful youth promotions for StarHub. Explain why the method of promotion was most relevant to the product or service: The relationship between music and fashion is a natural one – especially for the youth. We built our solution on the insight that the youth define themselves by the type of music they listen to, and by the clothes they wear. Hence, we combined music and fashion with cutting edge technology to create a hyper personalised experience. The solution is appropriate for the brand because as the second largest communications company in the country, StarHub is known to be a leader in innovation. And with this campaign, we combined leading technology with an acute understanding of our audience.