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Converse UK
Merchandising
Distort Hero Items
InitiativeBackground- Latest offer of Converse’s 3 artists 1 song concept - 3 artists - Gorillaz / James Murphy (LCD Soundsystem) / Andre 3000- 1 song - “Do ya thing”- Linked to product through 4 unique Chuck Taylor All Stars- Featuring artwork from Gorillaz’s own Jamie Hewlett
Implementation- Fashion Sport Better accounts- Sold as pack, all accounts must take all 4 offered shoes- Window and POS imagery available to all who bought into the pack- Specific KA windows and campaign support- Interactive windows in Schuh (KA)- QR codes, Windows and Instore, linking to KA websites taking
consumer straight thru to product page for purchase
Awareness - Gorillaz ‘leaking’/’seeding’ track and product collaboration- Windows and POS installed, product launched at retail- Gorillaz Soundsystem event at Converse Sponsored 100 Club in
London (first playing of “Do ya thing”) – 15th February- Track launched – 22nd February- Video launched – 29th February
Windows
Instore – Key Accounts
Instore – Independents
Online
EventOn the night, we even had a pop up shop at The 100 Club…
…Plenty of interest…
…And impulse purchases, as well as impulse wearing!
Results – Week 1
- Press Hits – 201- Facebook ‘likes’ – 51,514- Twitter Impressions – 18,575,531 - YouTube – 27,467 views (making of video)- KA – 5% sell-thru in first 4 days- INDIES – 19% sell thru in first 4 days- INDIES – One account recorded 33% sell thru
Gorillaz
Distort Hero Items
PRODUCT SHOT