CASE STUDY: Experiential launch of H&M David Beckham pants range
Provided by Multiply
Experiential activity around London locations, reinforced by social to raise awareness and drive footfall instore
What was the Challenge / Background of the Campaign?
David Beckham was releasing a 'Bodywear Collection' exclusive to H&M. There had already been a successful TV ad across the USA (aired during the Superbowl) to promote the collection. We were tasked with creating hype about the collection coming to London using outdoor media.
What was the Campaign Objective?
Create a buzz around the new range of H&M Underwear.
Ensure that crowds of people went to the in-store meet and greet at the Regent Street branch and boost opening day sales significantly.
Make the public aware that the exclusive DB range was coming to London for the first time.
What was the Solution?
To replicate the success of the Versace installations we redesigned the bags to feature David Beckham. Experiential outdoor activity in 7 locations across 15 days:
3 days at Covent Garden
3 days at Pottersfield
3 days at Westfield White City
3 days at Westfield Stratford
1 day at London Victoria
1 day at Spitalfields
1 day at Regents Place
Some locations required overnight security which we provided. We had lighting installed for the bags at night to draw attention to anyone passing. This was particularly necessary in Covent Garden.
What were the Results?
Our photos of the David Beckham bags were shared on Facebook 2800 times and received over 73,000 likes combined via David Beckham's official Facebook page.
There was a queue of people waiting outside the store on the first day the underwear went on sale.
What were the Key Learnings of this Campaign?
Multiply were responsible for everything from concept to implementation including logistics. Most sites have set times for installation and de-rig so we had to ensure we were always planning and organising effectively to make the best use of our time and site allocations.