| Title | ETON STYLE CAROUSEL |
| Brand | ETON SHIRTS |
| Product/Service | PREMIUM SHIRT MAKER |
| Category |
B02. Microsites |
|
Entrant
|
TILLSAMMANS STHLM Stockholm, SWEDEN
|
|
Idea Creation
|
TILLSAMMANS STHLM Stockholm, SWEDEN
|
|
Idea Creation 2
|
MEDIAMONKS Stockholm, SWEDEN
|
|
Media Placement
|
TILLSAMMANS STHLM Stockholm, SWEDEN
|
|
PR
|
TILLSAMMANS STHLM Stockholm, SWEDEN
|
|
Additional Company
|
STENBERG / COLLKOG PRODUKTION Stockholm, SWEDEN
|
|
Additional Company 2
|
WE/DO Stockholm, SWEDEN
|
Credits
| Leo Holte |
Tillsammans Sthlm |
Producer |
| Kjell Doktorow |
Tillsammans Sthlm |
Creative Director |
| Roland Nylin |
Tillsammans Sthlm |
Art Director |
| Kristian Mirsch |
Tillsammans Sthlm |
Managing director & partner |
| Johan Falk |
Tillsammans Sthlm |
Founder & Partner |
| Fredrik Svensson |
Tillsammans Sthlm |
Founder & Partner |
| Fredrika Frenkiel |
Tillsammans Sthlm |
Head of production |
| Astrid Holm |
Tillsammans Sthlm |
Copywriter |
| Mattias Manitski |
Tillsammans Sthlm |
Copywriter |
| Johan Collskog |
Stenberg / Collskog |
Producer |
| Gustaf Nisses |
Eton Shirts |
Art director |
The Campaign
With the same dedication that Eton has in the making of their shirts, we created a beautiful machine, similar to a slot machine, containing Eton shirts.
The Eton Style Carousel is an interactive installation where anybody could take their style for a spin and if they got three of the same shirt in a row, they were the lucky winners of a Eton shirt. The Style Carousel was initially placed for the duration of one week at the entrance of Swedish department store NK where we’d reach many potential Eton customers.
We then took the Style Carousel into a digital space where we invited men all over the world to take the style carousel for a spin. The campaign spread quickly across fashion media and social media and was followed by a world tour in which the physical machine visited conventions, airports and and department stores.
Creative Execution
The Style Carousel was placed at the entrance of NK as we were certain it was a place where we’d reach many potential Eton customers. The physical installation was available for the duration of one week, but was afterwards amplified digitally allowing men across the world to join for their chance to win a shirt. It spread quickly through social media followed by a world tour in which the physical machine visited conventions, airports and department stores.
The results for the The Eton Style Carousel went far beyond the set goals and expectations. More than 1100 of NK’s visitors took their style for a spin for the duration of the week, and many more watched as others played. It was covered in 100+ of the worlds leading men´s fashion magazines and menswear blogs. Compared to similar weeks, traffic and footfall to the menswear department at NK increased by 22%. But most importantly, sales in the Eton shop-in-shop increased by more than 50% compared to the corresponding time last year, which was well above the set goal of 15%. The global digital campaign had more than 50.000 users, rallying the total number of people who played the Style Carousel and also signed up for the Eton newsletter to close to 60.000 people. Our custom content for the campaign had a reach of over 900.000 people, not including PR
The Style Carousel is an interactive cross-channel campaign that spans across content, physical-, digital- and social media. We knew that to reach a very premium fashion conscious male audience worldwide we needed to create something very unexpected and playful, rarely seen from a high end fashion brand. We wanted to create an experience so intriguing that no one could resist trying it out.
To maximize the small budget the strategy was also to create synergies between all channels where the social media content and PR drove traffic to both the physical and digital campaign and the users also could subscribe to the Eton newsletter when taking the Style Carousel for a spin. This created a multiverse of channels increasing the total reach and impact of the campaign.