Project Overview
We were tasked to draw Sydney’s fashion elite back to the newly refurbished Macquarie Shopping Centre, reposition it from “old-fashioned” to “The Face of Fashion”.
To connect and engage consumers, we ‘eventised’ the launch of the Macquarie shopping centre by creating Australia’s first "SHOPPABLE CATWALK".
Utilising patented audio watermarking technology, MyMacquarie synced to the show, placing the style inspiration of the catwalk in the palm of fashionistas' hands, enabling spectators to move from inspiration, to change room, to purchase.
The app successfully placed over 70,000 individual fashion items, directing users into store following the show.
Project Commissioner
Project Creator
Team
Team Mnet
Project Brief
We were tasked to draw Sydney’s fashion elite back to the newly refurbished Macquarie Shopping Centre, reposition it from “old-fashioned” to “The Face of Fashion”.
The primary target was ‘Fashionistas’; fashion conscious females aged 14-34, who are often hard to engage utilising traditional advertising methods.
With this in mind, two key insights guided our idea and channel selection: Mobiles are now the savvy shopper’s personal style assistant and looking great among their friends is critical.
So our task was simple: help young fashionistas get "the look".
Mobiles forming a fashionista’s personal style assistant are backed by three major social/tech trends:
1) Inspiration is in the palm of our hands
2) Smartphones tell us if the price is right
3) We’re lost without our mobile devices
It was clear that mobile would be the gateway to engagement and would ultimately lead to purchase within the Centre. The MyMacquarie App was the centrepiece of the campaign.
Project Need
Fashionistas are fickle, time poor, and didn’t have a great perception of the ‘old’ Macquarie Centre. We needed to connect with them in a new, innovative way, and help drive them into store.
The app utilised numerous innovative elements to help drive results for Macqaurie Centre, including:
• Patented audio watermarking technology which synced to the music of the show, enabling users to see the items being worn by models on stage, in the palm of their hands
• Items could be saved to users ‘look books’ – a section of the app saving their favourite ‘looks’
• Following the show, the app helped direct users to the retail stores that had their favourite ‘looks’
User Experience
We ‘eventised’ the launch of the Macquarie shopping centre by creating Australia’s first "SHOPPABLE CATWALK".
This mobile-enabled catwalk show was hosted in the centre, showcasing looks from current international fashion shows and designers.
The app was central to this as it enabled spectators to quickly move from inspiration, to change room, to purchase. The app, which utilised patented audio watermarking technology, sync’d with the show so spectators could instantly see details of the product on stage and also allow users to save favourites to their 'Look Book'. As the show progressed, so did the app’s showcase.
At the end of the show, the App also showed shoppers how to get to the store to purchase items in their lookbook.
Project Marketing
The ‘catwalk’ and app was promoted across the centre and in a broader above-the-line advertising campaign. The app was the centrepiece of the campaign and performed exceptionally well against objectives.
Downloads 26% above target, which is over half of the total population in the surrounding suburbs. The App became the top independent Shopping Centre App in Google Play.
We successfully helped fashionistas create the looks from the catwalk, with nearly 14,000 looks “loved” on the app - that’s more than 70,000 individual products being saved to people’s phones.
The ‘find a store’ feature was used over 26,000 times, letting us confidently say we helped shoppers navigate the centre’s new layout and leave with some killer outfits!
The app created a stir within fashion & tech publications and provided approximately $500,000 worth of additional PR value. Fashionistas flocked to the centre, driving record breaking foot traffic figures, which were up 12.4% YOY and tripled our goal.
Our MyMacquarie app set the global standard for shopping centre engagement, with competitors now seeking incorporation of the technology into their centres.
Project Privacy
As a company we take a best practice ‘privacy by design’ approach to all our projects, for compliance reasons and in accordance with our user centred approach.
We have our own evolved Privacy Policy (http://mnetmobile.com/wp-content/uploads/2014/06/mnet-privacy-policy.pdf) which conforms to the requirements of The Privacy Act 1988. The methods and constraints relating to how we collect store, disclose (including de-identify) and remove data are detailed in this policy which is globally accessible on our website.
Our methods are practiced responsibly by trained and dedicated Competitions and Promotions staff and technical support staff. This underpins all the work we do for clients.
Entertainment & Leisure
Apps have overtaken entertainment & lesiure. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for apps that make entertainment even more entertaining.
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