CASE STUDY: Experiential to promote H&M Guest Designers range

Provided by Multiply
Ambient bag installations across 7 locations to promote the collaboration between H&M and Versace.
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What was the Challenge / Background of the Campaign?

H&M and Donatella Versace were teaming up for an exlusive new range of clothes as part of the H&M Guest Designers campaign. Our client wanted some experiential activity surrounding the first day launch in-store.

What was the Campaign Objective?

To make the public aware that H&M are teaming up with Versace for an exclusive range of limited edition clothes. Create a buzz around London and ensure that high first day sales were achieved.

What was the Solution?

Multiply produced a giant handbag installation with a design based on a popular Versace handbag. The handbag was chosen due to it's eye-catching and instantly recognisable design. It was installed across 7 locations for a total of 15 days. 3 days in Covent Garden 3 days in Pottersfield 3 days in Westfield White City 3 days in Westfield Stratford 1 day in Trafalgar Square 1 day in Regents Place 1 day in Marble Arch We had security where necessary and had flood lights as part of the set to ensure that even in the evenings the bags were extremely eye-catching.

What were the Results?

H&M had a queue outside the door which was so long it required security. The range performed extremely well with very high sales figures reported. The success of the installations led us to redesign the bag for David Beckham's range 2 months later.

What were the Key Learnings of this Campaign?

High footfall areas such as Covent Garden require 24 hour security in the form of brand ambassadors standing guard or security staff for after hours.
BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kBig queue that required extra 24 hour security
16 - 24
25 - 34
Female
ABC1
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBUILD AWARENESSEXPERIENTIAL
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