Toast’s On-Ground Engagements For H&M Bangalore Launch
by Isha Gakhar Marketing | March 28, 2016 | News
Percept Sports and Entertainment H&M Toast Events
After launching its large-format stores in Delhi, the Swedish retailer Hennes & Mauritz AB has ventured into South India by opening its first outlet on March 25 at VR Bengaluru. TOAST Events was given the task to conceptualise and execute the event end-to-end, from its on-ground promotions integrated with online solutions to the grand opening.
Last year, in October, the global fashion company made a blockbuster entry into the Indian market with the star-studded soiree, put together by Percept Sports & Entertainment. Dig out more: PSE plan and execute H&M India launch in New Delhi
Offering a different experience as compared to other launches, the H&M launch activities were devised to build-up pre-buzz and tap into the core TG (women) via two different enagements – ‘H&M Angels’ and ‘H&M Silent Flash Mob’.
Nischal Reddy, Client Servicing Lead - Toast Events said, “These extensive activities were planned in such a way that we get enough eyeballs & WOM, at the same time reach out to the right TG.”
Here's a rundown on the engagements so far...
This was a very fun activity that involved a group of girls riding on branded H&M cycles. The cycles were painted in brand colours (Black & Red) with a trail of H&M branded balloons tied to the back. These cycles travelled through high visibility areas and streets across Bangalore to create an impact. 7 key locations in the city were covered in a week, including MG Road, Indiranagar, Koramangala, Lavelle Road, Whitefield and so on. The activity further helped create social media as well as healthy amount of organic content with the #HMLOVESBLR.
H&M Silent Flash Mob
The concept being fairly simple, yet exciting, Toast wanted to bring in the awe-vitality factor through this activity, which involved a bunch of 8 happy dancers who visited crowded locations and performed a ‘Silent Flash Mob’. As part of this activation, dancers with H&M branded headphones, walked into various hangout spots and sat down at their table like normal consumers, followed by subtly grooving to their own music. In true flash mob format, they broke into a performance, but with music audible only to them.
To tap into the right TG, Toast targeted the top hotspots in the city, where they can reach out to consumers first-hand. The Silent Flash Mob visited places like Indigo Live, Biere Club and Biere Street, Loveshack, Cirrus, Happy Brew, OPUS, etc. on high footfall nights.
Hey Bengaluru! This weekend will be like no other. See you on 25 March, 11AM VR Bengaluru #HMLOVESBLR
Posted by H&M on Monday, March 21, 2016
Speaking about the results from pre-launch activities, Nischal concluded, “These two (H&M Angels & Silent Flash Mob) were the main activities for the build up to the grand launch, supplemented by integrated media. Following the H&M global launch practices, this launch too was expected to boast large queues outside the store, which is courtsey to the buzz that was created.”
* Brand Launches, Activations, Integrated Campaigns, Brand Experiences.. Click here for the full list of categories in Experiential Marketing at WOW Awards Asia 2016.
The high-street brand chose Percept Sports & Entertainment to launch their Delhi flagship store, which was well attended by celebrities including Ranveer Singh and Jacqueline Fernandez.