| Title | THE FASHION MAG HIJACK |
| Brand | STYLIGHT |
| Product/Service | STYLIGHT |
| Category |
A03. Augmented Mobile Experience |
|
Entrant
|
SERVICEPLAN Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN Munich, GERMANY
|
|
Media Placement
|
MEDIAPLUS Munich, GERMANY
|
|
Additional Company
|
SHAZAM London, UNITED KINGDOM
|
Credits
| Alexander Schill |
Serviceplan |
Global Chief Creative Officer |
| Franz Roeppischer |
Serviceplan |
Creative Innovation Director |
| Lorenz Langgartner |
Serviceplan |
Creative Innovation Director |
| Rohan Fernandes |
Serviceplan |
Copywriter |
| Azim Abasbek |
Serviceplan |
Art Director |
| Kostiantyn Liakhov |
Serviceplan |
Art Director |
| Lisa Sophie Brilla |
Serviceplan |
Award Manager |
| Stephon Karolus |
Serviceplan |
Producer |
| Dennis Fritz |
Serviceplan |
Senior Motion Designer |
| Koray Altunbas |
Serviceplan |
Animator |
| Lukas Pachoinig |
Mediaplus |
Mediaplaner |
| Jonas Binder |
Mediaplus |
Senior Mediaplaner |
| Claudia Kirchmair |
Serviceplan |
Senior PR Consultant |
| Rich Harless |
Shazam |
Country Manager Germany |
| Yasmine Morawej |
Shazam |
Client Services Associate |
The Campaign
INSIGHT:
Print magazines are still a major source of inspiration for fashion shopping, with thousands of items from various brands. Searching for the items shown in a magazine online is a common activity for fashion lovers – but also complicated. Making it the perfect situation to solve with Stylight.
IDEA:
We turned a whole fashion magazine into the most convenient shopping experience ever: targeted social media and banner ads and a print ad told readers of a popular fashion magazine they could scan any fashion item in the magazine with their smartphone camera and conveniently buy the items directly through Stylight.
TECHNOLOGY:
Key to this was the new native Shazam feature Visual Shazam, already installed on 50 Mio. German – and almost 90% of our target group’s – smartphones. This means: no extra download needed. Just start Shazam, snap the item and get it instantly through Stylight. Simple, fast and seamless.
Creative Execution
We booked the ad in the magazine just before the deadline.
On release day, we bought the magazine immediately as stores opened in the morning. We scanned every page containing fashion, created Stylight urls with matching products for every page, and linked scans with urls in the Shazam database.
Within one hour, the stunt was up and running: every fashion page in the magazine could be scanned, leading to the Stylight subsite with matching products.
A short demo clip was spread through owned SoMe, with earned media picking up the story, and targeted fb and Instagram ads. All we had to do was sit and wait.
Image recognition technology like Visual Shazam may not be completely new, but Shazam has made it as fast, reliable and seamless as anyone else. And, unlike niche apps, Shazam is installed on 50 Mio. German – and 90% of our target group’s –smartphones.
More than 50,000 scans in total, with an average conversion rate of 38%.
Popular fashion influencers talked about the stunt on social media.
186 of the products from the magazine were sold-out on Stylight during the promotion.
With 20,000 € spent, we hijacked media space worth 2,16 mio. €.
But the best thing: the publisher wasn’t angry at all that we hijacked the magazine. They received hundreds of letters and emails from readers who were thrilled by the new service. So from now on, they will integrate the Stylight/Shazam functionality into every issue – for free!
HIJACK:
All big fashion magazines in Germany belong to international media corporations, most also have fashion e-commerce ventures competing with Stylight. If we had approached them asking for cooperation, they would have declined for political reasons or demanded horrendous fees.
That’s why we decided to execute the idea without the publisher’s consent, as a hijack: we approached readers through targeted fb and instagram ads and influencers. And we booked an ad in the fashion magazines, unsuspicious enough that the publisher wouldn’t realize the implications, but interesting enough that readers would find out about the stunt.
SHAZAM:
Female fashion lovers aged between 18 and 39 are most likely also in love with their smartphone. Research showed that almost 90% of them already have Shazam on their smartphone. While Shazam normally charges rather high fees per page, our innovative idea got them on board for free.