In a move designed to revive the aging brand, Danish shoe retailer ECCO has poured nearly HK$2 million into an interactive execution at Causeway Bay MTR station to allow virtual shoe fitting.
For the next three weeks, passengers can virtually try on a total of 25 items from ECCO's latest Scandinavia Spring/Summer collection in a digital installation.
Participants are then encouraged to take pictures in an instant photo booth, equipped with five outdoor scenarios as background. Each participant will receive gift redemption and some HK$200 in coupons.
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"Through the Virtual Fitting Journey, we hope to build brand awareness via interactive content and special user experience, so as to draw interests of consumers who have never visited our stores," Tammy Liu, marketing manager, public relations at ECCO, told Marketing.
Liu admits consumers still see ECCO as an aging brand that sells old-looking shoes, and that leads to the lack of young customers.
To breathe new life into ECCO's Hong Kong operation, the combination of the five scenarios in the instant photo booth is an overview in our every daily lives that suitable for all ages. That includes city life, outdoor adventure, weekend leisure, evening night out and summer vacation.
"We hope to send a message that ECCO can take you to wherever you want, can make you look good and be comfortable."
This big investment, she added, is not just about brand building.
"We've also implanted traffic tracking in the game to measure ROI and to track customers' preferences and comments on our new products. More importantly, the installation provides an effective way for us to display our high product varieties and new items to consumers. Form that, we drive them to visit our stores."
Due to location restrictions, this OOH can most conveniently drive participants to only two of its closest stores at Sogo and Times Square, which are just walking distance from the installation. In order to maximise its overall store footprint, Liu said the HK$200 coupons are valid at all main retail points across Hong Kong.
"This is our first time to invest in such a large-scale MTR OOH; it should also be the first time for MTR advertising to carry virtual fashion fitting in station. It solves the problem that Hong Kong shoppers, especially females, often embarrassed to try on new shoes in public."
She added that over the past three to four years ECCO has been increasing its digital marketing budget as she believes the way to engage consumers has changed. The company now focus primarily on OOH, digital, and events.
The campaign also include YouTube, Facebook, online display banners, thematic print ad and other OOH such as tram body.
Media agency: PHD Hong Kong
Media planning manager: Wilson Wong
Media executive: Alley Wong
Buying supervisor: Angus Chan
Event agency: MICE Events Ltd
Project manager: Carolina Zhang