British fashion retailer Topshop revamps their Oxford Street flagship store for their 2017 Summer campaign #TopShopSplash, turning their windows display into an interactive pool scene. Their digital strategy continues to innovate the fashion environment, taking experiential marketing further by using Virtual Reality technologies.
Created in collaboration with two London-based creative digital agencies, the journey consisted of a high-intensity VR waterslide ride through the streets of London.
This strategy is nothing new for the brand, who pioneered this type of engagement on the high-street by virtually bringing their customers to their London 2014 Fashion Week catwalk show via VR headsets.
This summer campaign is the perfect opportunity to grow traffic in-store, by enabling consumers to engage with the brand in a fun way. As Sheena Sauvaire, global marketing and communications director at Topshop, says: “As VR technology continues to advance our desire was to blend it with retail theatre to create an immersive and shareable experience for our consumers, as a fun way to celebrate the start of summer.”
To complete the summer feeling of the campaign, sunscreen smell and ice-cream pop-ups filled the store. An exclusive aquatic-themed Snapchat lens was available for users to be able to share this experience with their friends.
WHY IT WORKED
- Attracting a broad target customer – both wandering tourists and the loyal Topshop fan who’s always looking forward to the brand’s next move.
- Taps into the needs and demands of the digital consumer by transporting the customer into a virtual, immersive experience.
- As VR tech continues to grow, more brands should start considering it as part of their digital marketing strategies.
- Playing with people’s senses – makes the brand presence more memorable and increase brand loyalty.
- Great word-of-mouth and refferal opportunity due to the social media element – increases brand awareness.
- Creates brand differentiation throught the uniqueness of the campaign.
Article by our Intern, Ana Maria Oprea.