ON THE ROAD WITH VICTORIA’S SECRET
In November 2017, Victoria’s Secret took to the streets and joined the revolution of high-end street marketing with our mobile event truck. One of the world’s leading lingerie brand turned sales opportunities into conversions by utilising our -15-footer truck to tempt passers-by with complimentary bra fittings in a high-foot traffic location outside Mandarin Gallery, Orchard Road.
Our 15-footer truck made sure the brand’s message was heard loud and clear! It was customised with an ultra-chic look-and-feel, inside and out which aligned with the brand’s sophisticated image. Crowds were attracted by a large luminous hashtag light which was placed along the edge of the extendable stage and the large interior space was used to present an attractive product show-case.
Audiences were incentivised to take a few moments out of their busy day with a cash voucher to redeem in-store. The agency involved also ideated a reward-strategy that boosted social media presence and ensured voucher redemptions. Audiences were offered a free scoop of ice-cream for every in-store redemption or social media post. It was a temptation few could refuse.
This unique activation helped Victoria’s Secret drive quick-sales turnaround and experience a rise in social media activity. It demonstrates that in today’s digital world filled with commercial clutter, traditional style face-to-face events can prevent audiences from blocking out offers and can generate effective and efficient sales conversions. As we say, if content is king, then engagement is queen!
Unicom Marketing
ENGAGING PEOPLE | CREATING EXPERIENCES | ACTIVATING BRANDS