CASE STUDY: New Look Wireless Festival
Provided by Live Nation Ltd
New Look created 'the most stylish festival ever' as name in title partner of Wireless Festival in the heart of London.
What was the Challenge / Background of the Campaign?
For any brand, breaking through and driving relevancy to a dual gender audience whilst making a lasting impression within the highly competitive fashion category is a challenge. However, leveraging the expertise of the Live Nation Creative Solutions and Experiential teams resulted in memorable promotions and impactful on-the-ground activations that connected with both genders before, during and after the festival.
What was the Campaign Objective?
The New Look story began in 1969 as a single fashion store in the UK. From there, they've grown to become a leading fast-fashion brand, with 569 stores in the UK and over 200 across Europe, China and Asia. New Look's growth strategy as a leading High Street retailer is tied to their recently launched menswear brand. Partnering with Live Nation's Wireless Festival proved to be the perfect solution to amplify the brand's menswear and womenswear lines. As the name in title partner, New Look created 'the most stylish festival ever' for women and men alike.
What was the Solution?
New Look Wireless - headline partner status at Wireless Festival with IP naming rights, branding and inclusion in all festival comms and PR initiatives. Presenting status of the 'Road to Wireless' pre-festival show hosted at the O2 Shepherd's Bush Empire with artists Gorgon City, Raleigh Ritchie and Sinead Harnett. The New Look Hangout - an immersive two level on-site courtyard of fun, providing fans with pamper and styling stations, chill out spaces, a bar, live performances, DJ sets, pull up and limbo challenges and competitions to win side of stage viewings.
What were the Results?
12 'money can't buy' side of stage viewing experiences awarded. 4.3M 'Road to Wireless' PR impressions. 2B New Look Wireless PR impressions (NIT)