OglivyAction creates Fantasy Experience at Selfridges
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OgilvyAction has created an immersive ‘Fantasy Experience’ to mark the Selfridges debut of luxury lingerie collection Triumph Essence. Helena Christensen is the face of The Luxury Collection and embodies everything it stands for. With her strong personality, creative instincts, professional ambition and feminine allure she represents the essence of modern women today. Three ranges from the collection will be exclusive to “Selfridges on 3” from 23rd February for two weeks, supported by a series of high profile initiatives including a guest appearance by Helena Christensen herself.
OgilvyAction takes inspiration for its campaign from the seductive beauty of the Triumph Essence Collection, a world of lace, precious Italian satin, iconic style and exquisite craftsmanship. The agency has created a rich shopper experience where the real and digital worlds seamlessly meet. It entices consumers in and encourages them to “follow the path to their fantasy”, a journey that will take them into a mysterious fairy-tale world with striking images including a forest made from lace and inhabited by delicate butterflies and birds against a rich midnight-blue backdrop.
The campaign begins with an invitation for the 23rd February launch event sent to VIPS, press and special guests. Each invitation carries a QR code allowing recipients to download the campaign app and enjoy a sneak video preview of the collection ahead of the official Selfridges unveiling. The invitation also hints at the Fantasy Mirror in place from 23rd February at “Selfridges on 3”, which uses innovative Holition technology to allow women to experience the collection without removing a single item of clothing. The app will allow consumers to make an appointment at the Fantasy Mirror throughout the fortnight-long event. It will also link to the Selfridges online store.
On the day of the launch, OgilvyAction draws shoppers into a ‘Fantasy Experience’ from the moment they leave the Tube. Underground escalator panels in Bond Street and Oxford Circus stations build the magic of the ‘Fantasy Forest’ and share a glimpse of the Triumph Essence range itself.
The ‘Fantasy Experience’ comes to life in Selfridges’ window displays, a luxurious visual feast featuring a ‘Fantasy Forest’ created by OgilvyAction. At 7am, for one hour only on the day of the launch, six live models positioned on rotating music-box style plinths will tastefully show the collection. To add to the sense of theatre this scene will include slowly moving lace screens and will be accompanied by a subtle lighting show. After the first hour the live models will be replaced by mannequins.
The windows act as a digital gateway and carry the message ‘Follow the path to your fantasy’ with lace-style QR codes built into the window creative displays and allowing shoppers to download the campaign app that will reveal further secrets behind the Triumph Essence Collection. App content includes an exclusive ‘behind the scenes’ video of Helena Christensen’s shoot for Triumph Essence. Shoppers who have downloaded the campaign app can scan images of the specially commissioned illustrations of lace bird and butterflies found in the window to view further exclusive videos of the range. Triumph Essence logos and product labels also offer up special content when scanned with the app. Illustrations have been created by Nina Kck and a music-box inspired score commissioned especially for the launch, written by composer Frederic Charpagne feature within the app.
“Selfridges on 3” is home to the OgilvyAction installation which houses the full Triumph Essence Collection as well as the innovative Holition-technology enabled Fantasy Mirror. Triumph fitting experts will guide shoppers who have booked an appointment through a process which involves choosing item(s) from the collection to see it fitted on their silhouette and move in real time as they move. The dedicated space continues the ‘Fantasy Forest’ theme with sumptuous lace imagery and models wearing key items from the range.
Commenting on the campaign, OgilvyAction COO Andrew Reeves, said:”We are immensely proud of this campaign which effectively brings together each of the core pillars of what we offer as an agency. Our mantra is one of influencing purchase behavior using the relevant mix of our shopper, digital, promotional, experiential and trade expertise. I can think of no better demonstration of our activation proposition than this campaign which communicates with consumers at every significant on and offline touchpoint on the path to purchase.
He continues: “I’m just as proud of the quality of creative which underpins this campaign and covers the entire creative spectrum. Here we have a campaign that includes everything from the creative use of cutting edge technologies to in-store architecture, to window builds and carefully commissioned campaign music and illustrations.
OgilyAction has developed every aspect of the campaign with supporting technologies from Holition and Aurasma. It has also created all Triumph Essence campaign assets for both the Triumph and Selfridges website. Creative Services, leading suppliers of innovative retail displays have supported the campaign by being responsible for the physical development of the window displays and third floor shopper experience.
