Malaysian Media Awards Winners Showcase





2012 | |

Mango Storm The Streets To Stores

Advertiser: Mango
Brand: MANGO
Creative Agency: -
Credits: -

Challenge
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Solution
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.

Execution
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Results
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.