Best practice from Universal McCann
This campaign won the Media Awards Best Retail & Home Shopping Campaign
Increase footfall and sales at London’s Covent Garden store.
Buying clothes is entertainment for the local London trendies and tourists who are targets for the Covent Garden store.
The season’s clothing inspiration was 1950s rockers. We identified which elements of the 50s appealed to our targets: an attitude and feeling, inextricably linked with the film and style icons of that era.
Our campaign combined Shopping as entertainment + 50s film cool
We created a 50s film season at a famous Leicester Square cinema - 500m from the store.
The multi-layered bespoke package was based on iconic 50s movies, showcasing H&M merchandise and driving store traffic, as well as boosting cinema attendance by shoppers.
H&M staff were invited to the film season and encouraged to promote it in-store. We encouraged moviegoers to the store where they could recreate the on-screen 50s look.
The H&M sell started when people arrived at the cinema, with staff wearing the range and the on-stage Host giving away sample accessories. Also, 50s-based H&M ads ran pre-film.
How publicised the Season
- Leafleting local bars – Garfunkels/Walkabout for tourists, Two-floors/Bar Italia for trendies
- Time Out and Metro ads - main sources for the latest in film
- In the cinema’s own press and website listings, readograph, posters and at all its other showings-
- Press invited to the movies, to generate PR
Sales in Covent Garden up +16%, with no other marketing or promotional activity.
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