SHOPELSEWHERE.HK Film, Digital SHOPELSEWHERE.HK by Ogilvy & Mather Hong Kong

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SHOPELSEWHERE.HK

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Industry Clothing, Retail, Distribution & Rental companies
Media Film, Digital, Interactive & Mobile
Market China
Agency Ogilvy & Mather Hong Kong
Regional Executive Creative Director Daniel Comar, Guillermo Caro
Associate Creative Director Jonathan Evans
Creative Director Mehdi Lamloum, Andy Reynolds
Digital Creative Tyler Whitlock
Editor Stuart Howe
Released May 2013

Awards

Cannes Lions 2013
Direct Lions Best Use of Digital Direct Marketing; Mobile Marketing Bronze

Credits & Description

Type of entry: Best Use of Digital Direct Marketing
Category: Mobile Marketing
Advertiser: SHOPELSEWHERE.HK
Product/Service: FASHION
Agency: OGILVY & MATHER GROUP HONG KONG, HONG KONG
Chief Creative Officer: Reed Collins (Ogilvy & Mather Group Hong Kong)
Regional Executive Creative Director: Daniel Comar (OgilvyAction Asia Pacific)
Creative Director: Mehdi Lamloum (Social@Ogilvy Asia Pacific)
Digital Creative: Tyler Whitlock (Social@Ogilvy Asia Pacific)
Associate Creative Director: Jonathan Evans (Redworks Hong Kong)
Senior Digital Art Director: Josh Thomas (Redworks Hong Kong)
Editor: Stuart Howe (Redworks Hong Kong)
Creative Director: Andy Reynolds (The Brand Union Hong Kong)
Senior Designer: Pedro Lopes Pereira (The Brand Union Hong Kong)
Senior Art Director: Jarrod Reginald (OgilvyAction Malaysia)
Senior Copywriter: Michelle Lim-Chua (OgilvyAction Malaysia)
Senior Designer: Elle Poon (OgilvyAction Malaysia)
Senior Designer: Kenny Foo (OgilvyAction Malaysia)
Managing Director: David Paysant (OgilvyAction Hong Kong)
Group Account Director: Harshad Sreedharan (OgilvyAction Hong Kong)
Account Executive: Olivia Paul (OgilvyAction Hong Kong)
Describe the brief from the client
Facing high rent rates and competing with the world’s largest fashion brands, Hong Kong-based independent designers struggle to reach more clients. As they cannot afford prime store locations or compete with the big brand marketing budgets, our challenge was to develop an innovative approach to business that would provide a unique in-store experience and help them acquire new customers.

Creative Execution

Online stores use the 'You may also like…' feature to suggest additional items for purchase consideration. With Shop Elsewhere, we brought this to the real world as designers recommended items that would compliment an in-store purchase; only the recommended items were from another designer. With this cross-recommendation model, each participating designer instantly increased their reach while also creating a unique in-store experience for customers as they received first-hand recommendations from the designers themselves.


Creative Solution to the Brief/Objective.

Shop Elsewhere is a platform where brands collaborate by recommending each other’s products through an in-store activation. For each item in store, a tag displaying a unique QR code is created. By scanning the QR, the customer accesses a mobile website where they discover a matching item from another designer. A map showing the other designer’s location drives the customer in-store to buy the recommended item.


Results

Five designers formed collaborations within the first week offering recommendations for more than 40 design combinations and helping raise traffic to each other’s stores. The movement is still growing with more designers joining across Asia. Shop Elsewhere has also seen a positive response from customers, who generally shy away from larger brands and seek out new designers, as the movement helps them discover new designers that match their own taste.