StarHub DM MUSICAL FITTING ROOMS by DDB Singapore

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MUSICAL FITTING ROOMS

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Industry Retail, Distribution & Rental companies, Online Retail & E-stores
Media Direct marketing
Market Singapore
Agency DDB Singapore
Executive Creative Director Joji Jacob
Creative Director Thomas Yang
Art Director Elmy Thong
Copywriter Selena Soh, Mark Lim
Released January 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: STARHUB
Product/Service: ONLINE MUSIC STORE
Agency: DDB SINGAPORE
Date of First Appearance: Feb 1 2011
Entrant Company: DDB SINGAPORE, SINGAPORE
Entry URL: http://www.ourawardsubmissions.com/starhub/musicrooms/cannes/direct/
Chief Creative Officer: Neil Johnson (DDB)
Executive Creative Director: Joji Jacob (DDB)
Creative Director: Thomas Yang (DDB)
Associate Creative Director / Art Director: Khalid Osman (DDB)
Senior Copywriter: Lester Lee (DDB)
Copywriter: Mark Lim (DDB)
Art Director: Elmy Thong (DDB)
Copywriter: Selena Soh (DDB)
Head of Tribal DDB: Jeff Cheong (Tribal DDB)
Head Of Technology: Yeo Wee Lee (Tribal DDB)
Associate Director of Technology: Ciaran Lyons (Tribal DDB)
Chief Client Officer: Rowena Bhagchandani (DDB)
Account Director: Brenda Bey (DDB)
Account Manager: James Tan (DDB)
Media placement: In-Store - Fashion Retail Stores - 01-02-2011

Describe the brief/objective of the direct campaign.

The youth segment forms more than 50% of the customers for the StarHub Online Music Store. 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.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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. This tech combo introduced the youth to music that matched their styles – adding value to their lives.

The idea was implemented in retail stores with high youth traffic, turning ordinary fitting rooms into interactive installations.

Explain why the creative execution was relevant to the product or service.
The relationship between music and fashion is a natural one – especially for the youth. We built our solution on the insight that the youth define themselves by the type of music they listen to, and by the clothes they wear. Hence, we combined music and fashion with cutting edge technology to create a hyper personalised experience.

The solution is appropriate for the brand because as the second largest communications company in the country, StarHub is known to be a leader in innovation. And with this campaign, we combined leading technology with an acute understanding of our audience.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We closed the sale with the reader beaming proximity text messages to the targets 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%.