2. Objective
Increase Brand Awareness through the Retail
Event
Increase Brand Exposure through
Engagement Programs
Drive Traffic to Store leveraging on
Interactive Engagement
3. Overview
Assignment :
- Create a consumer interactive event for
guests at J Lindeberg’s retail event
Date : Weekends commencing from
Mid August to September 2012
Time : 10:30 am – 5.30 pm
Venue : 15 Stores, Client to advise
exact shopping mall venues
Guests : Male Consumers and Public
4. Target Audience
Primary
Male Consumers 28 – 40 years old elites,
professionals and private business owners with
annual income >200,000 / year, bachelor
degree and above
Secondary
General Public
6. Event Concept and Flow
Key Messages
To create Hype & Buzz
J Lindeberg is Here in CHINA
Top Leading Scandinavian Mens’ Apparel
J Lindeberg wants to DRESS YOU UP
Generate
SALES
RETAIL EVENT
Consumer Engagement Programs
7. Theme and Rationale
Unlock Your Style DNA
时尚基因 , 穿衣之道
Imbued with Style DNA, Scandinavian’s arbiter of style, J.
Lindeberg marks its arrival in China
Renown for J Lindeberg’s Style DNA being an elegant bohemian
mixed with progressive craftsmanship, designer Johan Lindeberg
stepped into high-end fashion, making J. Lindeberg the first
Scandinavian brand to be featured as the leading Scandinavian
Mens’ Apparel
Unlock Your Style DNA envisages to unveil man’s aspiration to
dress with style from a quintessential Scandinavian brand,
reflecting his individuality - a perfect blend for the Everyday
Modern Man’s man
11. Design Concept
Inspired by Style DNA, our design features
minimalism and sophistication
Decorated in the tone of modernity and
contemporary, consumers will experience a unique
branding experience
Visualized in light grey and original wood colour
and integrating the authenticity with wooden
crates as a symbol of progressive bohemian, guests
enter into the Fashion World of Top Leading
Scandinavian Mens’ Fashion World, none other
than J Lindeberg
16. Consumer Touch Points
- Interactive Game Flow
Takes
photo of
guest
1) Proceed to Ipad
station to key in
personal data
2) Virtual mix &
match clothing
consulted by J L
Stylist
Print-out of JL Fashion
includes information such
as recommended outfit for
guest to try on and the
store’s direction
Directs guest to store to
collect free gift.
x5
Entice Guest Data Collection To The Store
17. Consumer Touch Points
- Drive to Store
Guest to redeem
free gift with
print-out of
virtual JL Styling
Guest who tries
on outfit in
store can enter a
Lucky Draw
> RMB1000
purchases in a single
receipt qualifies for
a Collector’s Item
Gift, enter Lucky
Draw and participate
in Mr . J contest
Store
Redemption
Lucky Draw Engagement
Mr. J’s selection is
based on the photos
captured for each
city and the photos
will be uploaded
onto J Lindeberg’s
weibo
Ongoing
Interaction
18. Event Program
Saturday & Sunday
18
Time Activity
10:30 am Arrival and Registration: Looping Corporate Video
11:00 am – 11:05 am Welcome by Emcee and introducing J Lindeberg
11:05 am – 11:15 am Fashion Show – Unlock Your DNA Style
11:15 am – 11:25am Emcee announces Lucky Draw – RMB1000 Purchases in single receipt on Autumn Collection
Emcee does Q & A
Ongoing Activities at Atrium & Looping Corporate Video
1:00 pm – 1:05 pm Emcee does an interactive Q & A with shoppers on J Lindeberg
1:05pm – 1:15 pm Fashion Show – Unlock Your DNA Style
1.15pm – 1:25 pm Emcee announces Lucky Draw – RMB1000 Purchases in single receipt on Winter Collection
Ongoing Activities at Atrium & Looping Corporate Video
3.00pm – 3:05 pm Emcee does an interactive Q & A with shoppers on J Lindeberg
3.05pm – 3:15 pm Fashion Show – Unlock Your DNA Style
3:15 pm – 3:25pm Emcee announces Lucky Draw – RMB1000 Purchases in single receipt on Spring Collection
Ongoing Activities at Atrium & Looping Corporate Video
5:00pm – 5:05 pm Emcee does an interactive Q & A with shoppers on J Lindeberg
5:05pm – 5:15 pm Fashion Show – Unlock Your DNA Style
5:15 pm – 5:25pm Emcee announces Lucky Draw – RMB1000 Purchases in single receipt on Summer Collection
Ongoing Activities at Atrium & Looping Corporate Video
Programe is Subject to Changes
20. Interactive Q & A / J L Introduction
To educate the public about J
Lindeberg
Emcee makes it a fun interaction with
audience to stimulate their interest
21. Corporate Video
History and Milestones of J Lindeberg
documented in a televised format projected
for entertainment
To be looped during breaks and as in-
between entertainment as a uniqueTop-of-
Recall experience on J Lindeberg’s Style DNA
22. Fashion Show
Unlock Your Style Autumn/Winter Collection -
6-8 male models + 1-2 female models (as
props) to showcase key SKUs
Approximately 30-40 outfits separated into
different collection categories
Can be accompanied by videos/photo
montage depicting various themes supported
by J Lindeberg’s key themes/images
23. Fashion Contest
Style DNA Dress You Up
At the atrium, we invite male
consumers for a fashion styling
They put together a JL outfit and model
onstage
Each participant gets a prize
for participation
Either a J L’s Limited Edition
Shirt/cap/accessory
24. In-store
VIP Membership
Buy RMB3000 or more in a single receipt
gives you direct access to VIP membership
Available only during the retail event
VIP Membership Treatment includes
exclusive Close-Door Parties and Exclusive
Fashion Show
Get a chance to taste specially infused fruity
vodkas and J L’s signature concoction mixed
with Scandinavian vodka
25. The Scandinavian Experience
A chance to savor Absolute Vodka and
Scandinavian wine when consumers
purchase RMB3000 in a single receipt
during the weekend
Located In-store for both Saturdays and
Sundays
Available to VIP Members and Consumers
26. Free Gift Options
Money Clip
Aluminium Water Bottle
Key Chain
Brass Key Chain
USB
