Title	ETON STYLE CAROUSEL
Brand	ETON SHIRTS
Product/Service	PREMIUM SHIRT MAKER
Category	B07. Use of Competitions & Promotional Games
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

Name	Company	Position
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 to Swedish craftsmanship that Eton has in the making of their shirts, we created a beautiful machine, similar to a slot machine, containing Eton shirts. The idea is as simple as it is sophisticated. The Eton Style Carousel is an interactive installation in which Swedish craftsmanship meets technological innovation. Anybody could take their style for a spin and while all players received a complimentary consolation prize, those who got three of the same shirt in a row were the lucky winners of a premium Eton shirt.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The results for 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 exposure

Explain why the method of promotion was most relevant to the product or service

The Eton Style Carousel takes the idea of the traditional slot machine into a completely new context, letting visitors of the prestigious Stockholm department store NK play for the chance to win a premium Eton shirt. From idea to execution, the Style Carousel is an unconventional yet effective way of using a game to welcome new customers into the Eton universe.

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.