Topshop and Hunter are set to utilise large scale outdoor digital ads during London Fashion Week (LFW) to engage with fashion fans not attending the trade event.
Both brands will use Ocean Outdoor’s screens at a variety of locations across the UK, with Topshop teaming with Twitter to analyse real-time data to identify trends as they emerge, and allow shoppers to buy goods in real-time.
key trends emerge they will appear in the Topshop trend cloud as hashtags throughout the day. For instance #colourblocking, #pleats and #utility, and subsequently feature on the billboards.
Customers will then be able to Tweet @Topshop using one of the trend hashtags to receive a curated shopping list inspired by the trend.
The ads will appear on six billboards, produced by social marketing platform Stackla, located in pedestrian areas of London, Leeds, Birmingham, Manchester, Liverpool and Glasgow.
Meanwhile Hunter will simultaneously live stream its show on Monday 23 February across nine screens as well as globally on the brand’s Facebook and Twitter profiles and website.
Hunter will also take over the WiFi landing page at each of the WiFi enabled screens nationwide to drive consumers to its mobile responsive e-commerce site.
Hunter’s creative director, Alasdhair Willis, said: “Collaborating with Ocean on this UK first was a great fit for Hunter, recognising our shared commitment to digital innovation. The partnership allows us to evolve traditional live stream, leveraging Ocean’s impressive technical capabilities, to take the experience to a broader national audience.”
Topshop will also allocate a screening area at its Oxford Circus flagship store to allow customers to watch the Topshop Unique fashion show streamed live from Tate Britain. The move furthers its trend of trying to democratise LFW for its fans.
The store front will also feature a live billboard showing Tweets and fashion trends and replicating the content shared nationwide.
Once again Vine will play an integral part of Topshop’s social strategy and its models use a Vine booth before walking the catwalk to share looks across social and on the retailer’s website.
Sheena Sauvaire, global marketing and communications director at Topshop commented: “Topshop is proud of the award-winning, innovative partnerships that have driven the democratization of LFW over the last three years and this season is no different. Through Twitter’s listening power, we can allow our global consumer to shop the trends as and when they happen, and give them insight and access into runway shows. The idea of live advertising is just beginning, and thanks to the Ocean Outdoor sites, this will be a first example of real-time shop-able billboards.”