The document summarizes a marketing campaign focused on young female fashion enthusiasts. The campaign transforms a subway station into a red carpet event with photographers and lights, allowing participants to feel like celebrities. Digital screens randomly display photos taken and people can view and share their photos online. Videos and social media will showcase positive customer reactions using the campaign hashtag. The goal is to promote Top Shop's fashion for upcoming summer festivals.

1. Yalchan Beydzhet
ID: 21257724

2. CAMPAIGN SUMMARY
The central campaign focus
The whole campaign is focused on the young and energetic target audience. As it
says in the brief the aim is 18 – 24 years old females with unique passion for
fashion. As most of the female that age like to take selfies and like celebrities I
tried to combine it.
Key aspects of creative unit 1
As Shakespeare said ‘’ World is a stage..’’ .. In my case the subway is the stage.
Most of the females that age , when they are preparing for a party they are
getting dressed like they are going to the red carpet. That’s why I decided to
make oxford station ( one of the most busiest in London) to represent the red
carpet for Hollywood stars. The flashlights and cameras around and the red
painted stairs also helped in order to make it as realistic as possible.
Key aspects of creative unit 2
The idea of the Digital screen is simple – people want to see themselves, after a
picture is taken. And more importantly , there will be a team that randomly will
put someone’s picture on the screen and that picture will stray there for 30
seconds. The reason for choosing a team of people instead of a programme is
because the programme may choose a picture of a person that is hiding their
face and don’t want to be a part of the campaign. However the pictures that will
be on the huge digital screen will add a satisfaction on the consumers feelings
AS the summer festivals will come in no-time , Top Shop is preparing it’s
customers to enjoy the festivals with a sense of fashion.

3. CAMPAIGN SUMMARY
Key aspects of creative unit 3
After the campaign is launched, the cameras on the station will
take videos as well as pictures. Later on a video will be
released as a part of the campaign. The content will be a
summary of the people’s reaction to the cameras in the station.
Also it will include what people said in the twitter using the
campaign hash tag. Of course the video will include only the
positive responses and it will be shared towards the social
media raising more awareness.
Future evolution of campaign
Even though I had enough time and I am happy with the current
campaign If I had more time I would make a research and find
out how many females between 18 and 24 are going through

4. OUT-DOOR CAMPAIGN

5. OUT DOOR CAMPAIGN
D I G I TA L S C R E E N
A D

6. VIDEO SCRIPT
The 15 second video will include mainly the positive
responds from the guerrilla campaign e.g. people
enjoying the spotlight and posing for the digital
screen. Also it will include some of consumers
positive responses on twitter using the hash tag
‘’Celebrate as Celebrity’’. The sound will be very
energetic and cool and at the end of the video it
will appear a white screen and it will appear the
text ‘’ Top Shop , Celebrate as Celebrity’’

7. TWITTER POSTS
• Summer festivals are coming and if you are wondering
what to wear - come to Top Shop and feel like
celebrity #celebrateascelebrity #TopShop
• ICYM: Go to Oxford station and be a part of Top Shop 's
Celebrities for the summer
festivals #CelebrateasCelebrity
• You were cool in oxford and now you want to have a copy
of your photo..., just go to our web page and find
yourself #celebrateascelebrity