The campaign won Gold for 'Best temporary in-store displays in a promotional campaign' and silver for 'Best use of ambient in a promotional campaign'. It also took home a Bronze Lion in the Direct awards category for 'Direct response digital: other digital platforms'.
The campaign saw 42 retail stores in Singapore fitted with RFID chips in clothes and directional speakers in their fitting rooms. Particular music was fitted to different styles of fashion, so that when a consumer entered a fitting room with a particular garment, they heard a selected genre of music for their ears only.
The target's mobile then received a text explaining the song choice, and the option to download it free via the Starhub online music store. Over 29,000 free songs were downloaded as a result of the promotion, and DDB says Starhub also grew by 21 per cent over the promotion period.
Credits
DDB Singapore
Chief Creative Officer Neil Johnson
Executive Creative Director Joji Jacob
Creative Director Thomas Yang
Associate Creative Director/Art Director Khalid Osman
Senior Copywriter Lester Lee
Copywriter Mark Lim
Art Director Elmy Thong
Copywriter Selena Soh
Chief Client Officer Rowena Bhagchandani
Account Director Brenda Bey
Account Manager James Tan
Tribal DDB
Head Jeff Cheong
Head Of Technology Yeo Wee Lee
Associate Director of Technology Ciaran Lyons
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