Title	ETON STYLE CAROUSEL
Brand	ETON SHIRTS
Product/Service	PREMIUM SHIRT MAKER
Category	B03. Use of Exhibitions / Installations
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. Word spread quickly through social media which prompted us to send the physical machine on a world tour. It has since visited trade conventions, airports and department stores inspiring thousands of gentlemen across the world to take their style for a spin.

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

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+ 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%.

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.

We wanted to create an in-store installation so intriguing that no one could resist trying it out. To build the story of the new Eton brand, we supercharged it with the brand values of Swedish Craftsmanship, Creative Innovation, Premium Quality and Diversity in Style. To maximize impact and reach, we placed it in the department store’s spacious main entrance. While catching the attention of Stockholm’s gentlemen, we wanted to show as many different shirt styles as possible, in such an exciting and inspiring way that they would buy the shirts the same day. To get an even more fail-proof solution, in terms of building a brand relationship and encouraging sales, we wanted to boost the solution with the chance of winning premium Eton shirts. We hoped that all these properties of the idea would leave the target with no other choice than seeking out our shop-in-shop and make a purchase.