The Foschini Experience was created to solve Foschini's brand challenge regarding appealing to Millennial consumers while still maintaining their current customer base made up of a majority of Generation X consumers.

As a part of the campaign, the last phase incorporated experience to create appeal for Millennials and Generation X, therefore providing a solution to the challenge.

To launch The Foschini Experience billboards would be put up in the main cities (Pretoria and Cape Town). Pamphlets would also be placed in the customers shopping bags after purchasing items from Foschini to create awareness about the event. To create excitement and anticipation social media posts would be out with countdowns, performers and stylists.