View Larger ImageStarHub 'Musical Fitting Rooms' 
By DDB & Tribal DDB Singapore
The youth segment forms a large percentage of customers for the StarHub Online Music Store. StarHub wanted to engage this target group and build stronger affinity. Secondary objectives: Increase web traffic and music downloads.
From the get-go, we understood we couldn't advertise to the youth. Fact is, they are averse to advertising. However, it's not all bad, the youth love music. We just needed a way to make ourselves relevant. The strategy was simple: find a way to add real value to a youth's life.
We created Musical Fitting Rooms. These fitting rooms suggest songs that suit the style of clothing being tried on. How It Works: We tagged RFID chips to clothes and installed RFID readers with directional speakers in fitting rooms. When a garment is brought into a fitting room, the RIFD chip triggers the reader to play music that matches the style of the garment. The idea was implemented across 8 fashion labels, turning fitting rooms in the city into interactive in-store installations.
We closed the sale with the reader beaming proximity text messages to the target's mobile. These texts contained information about the suggested song and the music store.
Average click-through rate was 84%. Paid music downloads increased by over 21%. And brand equity score among the youth increased tremendously, making this one of the most successful youth promotions for StarHub.
April 2011
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