Musical Fitting Rooms|海报/平面|广告营销案例【ADGuider广告指南】

音乐试衣间

案例简介：结果和有效性: 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和音乐商店的信息。平均点击率 84%。付费音乐下载量增长超过 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。创意执行: 我们创建了音乐试衣间。这些房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。这个想法是在年轻人流量高的零售商店实施的，将普通的试衣间变成互动的环境设施。这项活动被全国最大的两家青年杂志报道，吸引了更多的人去参与商店。见解、战略和想法: 青年部分构成了 StarHub 在线音乐商店 50% 以上的客户。在这次活动中，StarHub 希望与这个目标群体接触，并建立更强的亲和力。次要目标: 增加网络流量和音乐下载。从一开始，我们就明白我们不能给年轻人做广告。我们不能在他们面前闪现一些很酷的图像。他们反对广告。然而，这并不全是坏事，年轻人喜欢音乐。我们只是需要一种让自己变得有意义的方法。策略很简单: 找到一种方法为年轻人的生活增加真正的价值。洞察: 年轻人根据他们听的音乐类型和穿的衣服来定义自己。从这一观点出发，我们将音乐和时尚与尖端技术相结合，向年轻人介绍符合他们时尚风格的音乐。

音乐试衣间

案例简介：Results and Effectiveness: We closed the sale with the reader beaming proximity text messages to the target’s mobile. These texts contained information about the suggested song and the music store. Average click-through rate was 84%. Paid music downloads increased by over 21%. Brand equity score among youth increased by 57%. This campaign is ranked as one of the most successful youth promotions for StarHub. Creative Execution: We created Musical Fitting Rooms. These 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 retails stores with high youth traffic, turning ordinary fitting rooms into interactive ambient installations. The campaign was covered by two of the biggest youth magazines in the country, driving more people to participating stores. Insights, Strategy and the Idea: The youth segment forms more than 50% of the customers for the StarHub Online Music Store. For this campaign, StarHub wanted to engage this target group and build stronger affinity. Secondary objectives: increase web traffic and music downloads. From the get-go, we understood we couldn’t advertise to the youth. We couldn’t just flash some cool images before them. They are averse to advertising. However, it’s not all bad, the youth love music. We just needed a way to make ourselves relevant. The strategy was simple: find a way to add real value to a youth’s life. Insight: The youth define themselves by the type of music they listen to, and by the clothes they wear. Taking off from that insight, we combined music and fashion with cutting edge technology to introduce the youth to music that match their fashion styles.