Title	MON LOOK VIRTUEL BY TEX (VIRTUAL SITTING ROOM)
Brand	CARREFOUR / TEX
Product/Service	CLOTHING LABET
Category	A05. USE OF AMBIENT MEDIA: LARGE SCALE
Media Agency	ARENA Puteaux, FRANCE
Entrant Company	ARENA Puteaux, FRANCE
Media Agency 2	ARENA Puteaux, FRANCE

Name	Company	Position
Laurent Dalisson		Partner
Anne/Brigitte Jacqmin	Arena	Senior Manager
Alexandra Rieublanc	Arena	Directrice Activités Ooh
Clélia Frontin	Arena	Responsable Activités Ooh

Results and Effectiveness

- 35M of free media : among free media results 3 TV news, one in prime, one in access, one in night time. Mass-market media coverage thanks to PR. - Shazam TV spot results: o Close to 300, 000 tags generated being the best Shazam campaign worldwide. o 135,000 visits on the TEX website through the mobile - ROI for all media campaign: very good turnover (confidential data)

Creative Execution

The Interactive Virtual Fitting Room were installed in 6 main French malls: Région Parisienne, Lyion, Nantes, Bordeaux and Toulouse. Each screen was equipped with a new technology developed especially for TEX by Clear Channel France, turning regular outdoor media into virtual fitting rooms. People could select among 20 pieces of the new collection to try on. A camera that was able to detect people’s movements screened the body of the participants in real-time. Then, people could see in augmented-reality the clothes on their bodies and were able to “play” with the mirror like in real-life and share the pictures on social media channels to win a voucher. TV spot in partnership with Shazam. You “shazamized” the song showed in the spot and were linked to Tex’s website through the mobile. Partnership with press-magazine, for example: “Femme Actuelle” hosted an interactive contest: create your look and have a chance to win!

Insights, Strategy and the Idea

TEX is Carrefour’s clothing label and offers clients top-quality products at discount prices. Brand's objectives were to promote their new ready-to-wear collection and, at the same time, make this new collection a driver to increase shopping in French Carrefour Hypermarkets, offering an interactive and playful experience to their clients. We knew that when consumers fit the TEX collection they realize that it’s much more fashionable than they could have imagined at the beginning. For TEX, was key to show themselves not only as a low cost brand, but also a trendy brand. We saw it clear: TEX is a brand endorsed by the best ones and it’s an interactive and connected brand. Through the innovative use of outdoor media, we allowed people to fit the new collection just outside Carrefour stores installing an Interactive Virtual Fitting Room. In parallel, we launched an integrated media campaign.