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