Democratic Front Row.

We made the world’s first realtime interactive Virtural Reality fashion show for designer Ida Klamborn in Fashion Week in Stockholm. Our idea was to democratize fashion through technology. We invited the source of fashion designers inspiration, young people from the streets, Front Row of high fashion and gave them a voice in realtime by interacting with what they saw on the catwalk. The idea would put Tele2:s brand voice in a context, using technology to challenge the hierarchies in the traditional fashion industry. In the secluded fashion industry, giving the uninvited not only a seat, but also a say, was nothing less of a revolution.

We approached the designer Ida Klamborn and asked her for a collaboration with Tele2. We made her fashion show interactive, with a custom built app, connected to 360 cameras mounted on beautifully designed robots (that would represent the young and get to sit in the actual seats). We made a teaser film with celebrities giving up their seats, and urging the audience to apply for one of our 1 200 VR-cardboards. We conducted a media and blogger’s outreach on the inititative to make sure that the important messages on democratizing through technology were clear. The news about the interactive fashion show were also spread through Tele2’s and Ida Klamborn’s own social channels. During the live show, the audience could like what they saw on the catwalk in Virtual Reality, making the robots light up in pink.

Tele2 started a conversation in almost all Swedish daily news, fashion and lifestyle media (and international ones) on how technology could challenge norms and democratize society. The earned media reach was 162 million people and 1 200 cardboards were ordered in one week.

And according to the Tele2 brand tracker (ran by Millward Brown) after the campaign, the conversation had an obvious and direct effect on the perception of the brand.

The perception of Tele2 as a carrier with good coverage increased with 18 percent and stabilized around that value after the campaign.

The important predictor of future growth, Net Promoter Score increased by 21% during the campaign period.

And the trust for the brand increased with 14% during the campaign period.

In short, our campaign not only democratized the world of fashion. It did so in a brand relevant, conversation starting and business driving way.