Cannes Lions

MOBILE NETWORK PROVIDER

RMG CONNECT, London / VODAFONE / 2007

Presentation Image

Overview

Entries

Credits

Overview

Execution

In January 2007, when Harrods launched ‘Harrods Rocks’ - a store-wide event celebrating the electric guitar - we created an interactive music window display, which took centre stage in the Harrods windows. Consumers pressed the touch pads to view a selection of Live music videos, which were projected onto the large guitar-shaped display. Sound was played through speakers, also integrated into the windows. Gig-style flyers were distributed at the unveiling, directing consumers to the store inside Harrods. Once there, they were entered into a free prize draw, for the chance to win tickets to the Live Vodafone gigs.

Outcome

This campaign allowed the consumer to ‘make the most of now’, encouraging them to be impulsive and turn a shopping trip, or the journey home, into a far more rewarding Vodafone experience. Crowds formed to watch and interact with the window: approximately X million people, during the 4 week campaign. Thousands of flyers were distributed, and an impressive 21% responded by posting their entry in store. In addition, the Vodafone store enjoyed a footfall uplift of 72%. Throughout the promotion, transaction volume increased by 27% and the Harrods Vodafone store outperformed target by 11% - double the client’s objective.

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