Background
Faberge had a window display at Harrods, London and needed to make it work harder. They wanted something “magical” to stop people in their tracks and attract them into the store to see the new collection.
That year they had necklaces and earrings which needed to be marketed in an innovative way.
Problem
Although they had the window display Faberge were not sure how people would engage with it and how they could track its effectiveness.
Also, how could they get people to talk about and share they collection using innovative marketing means?
Solution
We worked with our partners to create a Phygital (physical/digital) experience.
The idea was to create a trompe l'oeil for their centrepiece window installation. This optical illusion would be created when two images, on either side of a disc, were spun quickly. The result would be one seeming image composition of the two
A machine was constructed to stand in the window and spin 6 images, on 3 discs together. This was the street attraction to stop people and entice them into the store. There was messaging explaining how they could create their own illusion in-store using our magical dressing mirror. The mirror, on its dressing table, could also be seen from the window.
Once in sat at the dressing table the viewer could take a photo of themselves in the magical mirror (an iPad with a bespoke app). They could then select an item of jewellery and run the effect to see themselves wearing it.
On saving their creation they could send the video and photos of their effects to friends via channels and social media with the #faberge@harrods and messaging inviting them to come and try the experience.
Impact
Within hours the hashtag was trending and people were talking about it on social media. Memes were created by posting the videos with personalised messages.
Faberge were also able to track how many people had been attracted into the store, which items of jewellery they had selected to try and which were preferred and shared.
The “phygital” campaign was both delightful and trackable-often not possible from a purely physical installation experience.
