Myer & Clemenger BBDO Melbourne Unveil ‘Catwalk To Cart’ For VAMFF Runway Show
Myer, with the help of Clemenger BBDO Melbourne, has given attendees of its runway show at the Virgin Australia Mobile Fashion Festival a unique shopping experience never seen before.
‘Catwalk to Cart’ is an idea that provides a new channel through which fashion brands can commercialise the significant investments they make in positional runway shows.
By logging on to a purpose-built web experience, attendees at Myer’s show will be able to see contextual information about outfits featured in the show on their mobile phones.
As a model approaches, their outfit will automatically appear allowing the attendees at the show to quickly save items of interest in a personalised wish list using a ‘Tinder-style’ interface.
At the end of the show, attendees can review their wish list and transfer products they want to buy directly to the shopping cart on myer.com.au for purchase.
Every attendee’s experience will be perfectly timed, so as a model comes into view, the corresponding outfit appears on their phone.
Chris James, executive creative director of digital at Clemenger BBDO Melbourne, said each item in the show has been carefully selected, photographed, assigned to a model and uploaded on to the mobile web destination.
“This allows us to augment a personalised experience to users’ phones without having to build an app,” he said.
“More importantly, by simplifying the user experience, we’ve removed a number of barriers to getting people through to the checkout.”
Myer’s executive general manager of brand and marketing, Michael Scott, said: “We’ve seen many brands try and deliver direct sales outcomes from their runway shows.
“Shoppable videos and live-streaming are now commonplace, but the user experience is often clunky, integrating multiple products within a fast-moving video is hard and handing off to e-commerce carts has been problematic.
“Getting runway show audiences to buy product has been a challenge all fashion brands have been looking to solve for some time. It’s really exciting that through ‘Catwalk to Cart’, we’ve been able to solve this.”
After the show, Myer will be rolling out the same ‘Catwalk to Cart’ mechanic across oOh! Media’s digital screens around Melbourne and in Myer Melbourne’s windows.
A looped video of the show will be displayed on these screens with specific call to actions explaining how passers-by can interact using their mobile phones in the same way attendees of the show did.
As at the show, the outfit displayed on a customer’s mobile phone will correspond exactly with the outfit the model is wearing in the video. As the models and outfits on the video change, so do the outfits displayed on customer’s mobile phones.
Brendon Cook, CEO of oOh! Media, said the campaign sets a new benchmark for out-of-home and mobile engagement, and will amplify the one-day event over a few weeks in the heart of Melbourne’s fashion precinct.
“The fashion parade will be a visually stunning broadcast from oOh!’s six-storey high Bourke Street Mall digital billboard and on digital screens inside the Emporium,” he said.
“Thousands of shoppers will be impacted who are actively looking for fashion inspiration, which will help drive sales both online and in-store.”
CREDITS
Client (Myer)
Executive general manager of brand and marketing: Michael Scott
General manager of marketing strategy and communications: Kellie Lennon
Digital experience and product development specialist: Robbie Tutt
National creative lead: Mish Norris
Event specialist: Laura Knight
Agency (Clemenger BBDO Melbourne)
Creative chairman: James McGrath
Chief creative officer: Ant Keogh
Executive creative director of digital: Chris James
Executive creative director, Myer: Helen James
Creative director, Myer: Tania DeMasi
Managing director, Myer: Simon Lamplough
Director of digital: Ben Kidney
Director of retail: Pippa O’Regan
Operations director, Myer: Sharon Adams
Senior producer: Scott Chapman
Head of digital production: Christian Russell
Digital producer: Maryne Muroni
Account director: Tina Fouyaxis
Senior designer: Adam Hengstberger
Design: Kirsty Briggs
Design: Gemma Wilson
Lead developer: Luke Deylen
Front-end developer: Todd Armstrong
Tester: Sonali Bhattacharya
Media: Ikon and oOh!Media
Please login with linkedin to comment
Catwalk to Cart einsights The Digital Content Guide WoolworthsLatest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.