INTERACTIVE WINDOW by Marcel Paris for Repetto

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INTERACTIVE WINDOW

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Industry Apparel, Clothing & Footwear, Clothing
Media Promo & PR, Case study
Market France
Agency Marcel Paris
Creative Director Eric Jannon, Dimitri Guerassimov
Producer Valentine Gomez-Ferenczi
Account manager Emilie De Saint Martin
Released February 2011

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: REPETTO
Product/Service: DANCE CLOTHES AND ACCESSORIES
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director: Eric Jannon (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Account Supervisor/Partner: Pascal Nessim (Marcel)
Account manager: Emilie de Saint Martin (Marcel)
TV producer: Cleo Ferenczi (WAM)
Film Director: David Ledoux (Psycho/Premiere Heure)
Producer: Valentine Gomez-Ferenczi (Psycho/Première Heure)
Technical producer: Guillaume Sartre (Première Heure)
Head of research and development: Laurent Berthelot (Marcel)
Case director: Maxime Tibay
Media placement: Interactive Film - Shop Windows - 1 March 2011

Summary of the Campaign
The Paris fashion week attracts thousands of professionals, journalists and customers each and every year.
This international event is an opportunity to quickly raise awareness and strengthen the reputation of Repetto, a brand specializing in classic dance clothes and hand made shoes.

But how do we stand out among other famous brands located in the fashion district with bigger stores and 5 times more window space?

By multiplying our unique shop window by 5, creating a new interactive experience to position our boutique as the fashion place to see in the minds of individuals and businesses.

5 films representing 5 ballets involving a professional dancer and a choreographer from Opéra Garnier were produced and then retro projected for 18 hours a day on the shop window (from March 1st to March to 9th). Only one film was projected at a time. With a simple move of the hand in the air, people standing a few steps away from the shop window were able to change it and play with it, by switching to another film.

The Situation
The brand’s main problem became our best opportunity.
Repetto’s shop is much smaller than the big luxury stores in the fashion district located around Place Vendôme and Rue de la Paix. We calculated that the boutique’s window space was around 5 times smaller than the big stores. To stand out from the big stores and have the same importance toward people visiting the district, we had to “rebuild” the boutique with 5 times more window space. And that’s what we did.

The Goal
The objectives of the campaign were to double the number of visitors and clearly have a much deeper impact on the brand’s awareness.
Our target was all the people visiting the fashion district during this very particular week and composed mostly of professionals and customers from everywhere in the world. This large diversity of the target allowed us to find a big idea that could be attractive to every individual. To measure the success of the campaign, we had to check the number of visitors in the boutique and look at the media coverage generated.

The Strategy
The strategy of the campaign was to use the weakness of the shop (its size) as an opportunity. It was also strategic to create a new interactive experience using the shop window because Repetto has a tradition and is known for its window displays. This time, we decided to design the shop window with creative digital media so that fashion district visitors would notice and everybody, especially Parisians, would hear about it in the media. We began by showing behind-the-scene images to selected media people and bloggers a few days before the campaign. Then we launched it in the most visited area of the city during the time of year for it to have the most effect on brand notoriety.

Execution
We launched the campaign only on our shop window, in the fashion district of Paris. 3 days prior, we broadcasted our behind-the-scenes footage on video websites and targeted blogs that went viral very quickly. Soon enough, many bloggers and amateur’s videos appeared in different social media. Finally, journalists came to film the shop to report the news in fashion TV shows and on news channels. Beginning with only one form of media, the success of the interactive window has given Repetto the opportunity to get on several channels with no media budget just 3 days after the launch.

Documented Results
Just 5 days after the launch of the campaign, we had already reached our final goal by welcoming twice as many people as last year’s event. By the end of the week, visitation in the shop went up 60%. The results registered were 40% more visitation from journalists, more TV coverage from 6 news channels and fashion programs, more Radio coverage from 20 different stations, 750,000 views on video websites, 100,000 tweets, and more than 9000 articles on blogs (and still counting).

Please google “Repetto interactive window” to get the full details about media coverage.