Cannes Lions

ONE SKATEPARK AT SELFRIDGES

OMD M2M, London / HTC / 2015

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

In a world first, we turned the Old Selfridges Hotel into a giant skatepark so anyone could ollie, casper and daffy in the middle of London’s most exclusive and iconic retailer. Crucially the whole skatepark was rigged up with new HTC One M8s so the action would be caught and shared.

We teased the launch to fashionistas by wrapping Selfridges windows the week prior to launch and to skaters by asking for their help to design the skatepark.

But the skatepark was open to everyone as was the host of M8s just yards from point of sale in store.

Outcome

Nearly 15,000 people used the skatepark with an average dwell time of over an hour. The park drove huge levels of social sharing, with 15.4 million impacts on twitter and 4,500+ videos uploaded to YouTube. When has anyone ever hung out in a phone shop for over an hour let alone tweeted about it…?!

The skatepark’s buzz translated into sales. All main retailers on Oxford Street sold out at launch. The Carphone Warehouse concession in Selfridges alone delivered over $300,000 worth of sales.

The skatepark delivered an ROI of $14.80 and contributed to an overall 30% increase in sales YOY.

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