Ellos, the leading e-commerce site for fashion in the Nordic market, wanted to reach more trendy, city people for their new summer collection. Our task was to advertise the collection through an event that combines both offline and online while communicating ellos.se as the place to get ready for summer times. The purpose was to position Ellos as a major e-commerce actor and increase fashion perception in the target audience.
Primary target audience: women, 25-40 years old. She is currently not a customer at Ellos because she sees Ellos as a low-grade brand. She thinks it's important to be modernly dressed and reads blogs and fashion magazines for inspiration and tips about the latest trends.
Secondary target audience: Ellos existing customers. The activity should also appeal to them.
- Move Ellos into a more modern and innovative brand.
- Change the perceived fashion level of the Ellos brand of the primary target audience who believes that Ellos is not a trendy and innovative fashion brand. The key challenge is that existing customers and non-customers have a very different perception of Ellos.
- Drive traffic to the website.
Our competitors H&M and Nelly.com are perceived to have a be more high fashion brands than Ellos. Among other things, it’s because they put in their products in a high fashion context (design collaborations, famous models, special collections, etc.) Ellos products can not on their own create the perception of a trendy brand. Therefore, we need to put the summer collection in a context that is perceived trendy and innovative.
We wanted to offer a new way of experiencing the collection and shop by opening 15 virtual pop-up stores all around Sweden – next door to the most high-profile stores at shopping streets such as Hamngatan and Biblioteksgatan in Stockholm, as well as Järntorget in Gothenburg, among others.
During two weeks, the audience could shop at the virtual pop-up stores through an app. Every day, a new shop was opened for just three days. When they were within the geographic coordinates of the store area, they could shop directly through their phones by turning their phones into camera mode, aim for the products that appear and take the items by clicking on them.
The twenty first consumers to find out to the stores and download the app got free products from Ellos summer collection. Everyone else got a 50 percent off at the entire range.