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Interactive & Retail SS09 ECCO Poland
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Interactive & Retail SS09 ECCO Poland

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And how some fresh stuff concerning currently running campaign as cross interactive & retail marketing activity. Enjoy!

And how some fresh stuff concerning currently running campaign as cross interactive & retail marketing activity. Enjoy!

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Interactive & Retail SS09 ECCO Poland Interactive & Retail SS09 ECCO Poland Presentation Transcript

  • 1
    ECCO Shoes Poland
    Interactive & Retail SS09
    Press news
  • 2
    What is Style?Show your style
    The main idea behind campaign is the notion that „Your style” is something absolutely unique. Your style is personal and unrepeatable, no matter if you are a college student, business manager or celebrity of fashion cover fame.The aim is to generate a „national debate” about what is exactly style and style to you! To capture the consumers’ attention around the world STYLE and it’s meaning. Tospark the discussion about it, what it’s made of and what it really means.
  • 3
    Interactive
    The communication platform
    http://specials.ecco.com/stylroku-landingpage/
    We create a website, which allows internet users to show their friends and the whole world their own style. While they’re doing it, they will be able to win prizes in anonline competition on the site.
    A simple set of questions, composed into a visual quiz, will allow every user to determinewhat is their own style. Going through the consecutive steps, a user will pick if he prefers abike or a car, elegant or casual wear, holidays in Bali or in St Moritz, etc. All questions willuse minimal amount of words and operate through photography and illustration.
  • 4
    Interactive
    The communication platform
    Based on main page user’s answers - 2 items will are created + 1 external. 1.Short film “Style of The Year” 2. The user’s “Style board”.3.Blog
    example - http://stylroku.pl/?id=905
    1.Short film “Style of The Year”
  • 5
    Interactive
    Online campaign
  • 6
    Interactive
    eCRM
    Every registered user gets email with info of:
    Registration
    New collection (link)
    Show your style to a friend (link)
  • 7
    Interactive
    3.Blog
    http://polishmystyle.pl/
    To further enhance the nation-wide discussion about style, we want to create a streetstyle blog. These kinds of publications are currently very fashionable: http://thesartorialist.blogspot.com/ , http://www.pikepine.com/ , http://www.styleclicker.net/, http://www.copenhagenstreetstyle.dk/ . Also in Poland: http://lula.pl/lula_street/0,0.html , http://warsawstreets.com and http://iwantcandystreet.blox.pl/htmlOur blog would show a different person, with their own style, every day. One entry would be composed of several pictures and a video, where the person describes what is style. ECCO would play the role of discreet sponsor and author of the discussion behind the concept. This blogwould be maintained through the spring and summer months.
  • 8
    Retail Marketing
    The communication platform
  • 9
    Retail Marketing
    The communication platform
    We create two main contents within Digital Signage1.Interactive kiosk2. Video ECCO Shop Window
    1.Interactive kiosk
    Branded (MyMYMY) Kiosks with Camera will be placed in front of main window (entrance) ECCO Shop (key localization). AW09 we plan to place them around shop malls.Crossing the kiosk the user (costumer) is able to create the similar content with him/herself as on webpage (Style of the Year platform). Model of activation - take photo of yourself -> generate style -> give your email -> send to friend (doable on kiosk platform).You are part of MyMyMy ECCO campaign.
  • 10
  • 11
    Interactive kiosk
    Consumer activation model
    Step 1
    Kiosk is upgraded with digital camera. A consumer needs to take a picture of himslef to start a process … clicking „make a picture”
    Adjusment of the photo
    First screen
  • 12
    Interactive kiosk
    Consumer activation model
    Step 2
    Personal style quiz – the same like http://specials.ecco.com/stylroku-landingpage/
    7 graphic questions to be answered like (leasure time – skiing or swimming, theater or cinema, shoes – ECCO Glide or ECCO Lite etc.
  • 13
    Interactive kiosk
    Model of consumer’s activation
    Step 3
    The Styleboard is created! A costumer needs type in his name, password and email. The Styleboard is automatically sent as confirmation on email of costumer The styleboard goes on ecco.com.pl - microsite
    Terms
    Registertion form
    The styleboard of costumer automaticlly goes on ecco.com - microsite
  • 14
    Interactive kiosk
    Model of consumer’s activation
    Step 4
    Last slide is created! Consumer gets info:
    „You style is just great! Because of your style you are able to pick up our bonus in ECCO shop in this shop mall centre. Just tell you password to sales team you got on screen”
  • 15
    Interactive kiosk
    Model of consumer’s activation
    While Kiosk is not activated, screensaver is uploaded as text:
    Touch me! Test your style! Get ECCO bonus!
  • Thank U!
    Greets from PL Shoes :-*
    Maciej Wyrwas ©2009 ECCO SHOES POLAND