Harvey Nichols, Pitch winning ideas
(App, In-Store, Social Media Activation)
(App, In-Store, Social Media Activation)
- Harvey Nichols, DUBAI, UAE
- Creative Direction, Digital Strategy, UX
FP7/Momentum, Dubai had the opportunity to pitch & become the through the line agency of record for Harvey Nichols, Dubai... And we won!
My Role was to lead on innovative digital ideas that are functionally sound & supportive of the umbrella creative proposition we established at the start of our pitch.
The pitched proposition "BE FASHIONABLY FIRST"
"Know First" - Banners that allow you to send Alarms & SMS alerts to your phone for the Launch of Seasonal Collections & Sales
"Fashion Firsts in the palm of your hand" -
- Know, Experience, Own and Share First! Imagine a mobile App that brings a whole host of Fashion firsts to you conveniently in one place.
- Be first to know about the latest trends, or to see the latest collections. Set alarms and calendar reminders for key in store events and launches.
- Take advantage of video feeds bringing you action live from the catwalk, or connecting you live with an in store personal shopper.
- Pre-register for exclusive items before their release in store.
- Be first to share photos, videos or articles of your favourite fashion items with your social media peers.
- Pre-register for exclusive items before their release in store.
- Be first to share photos, videos or articles of your favourite fashion items with your social media peers.
Imagine a loyalty program unlike any other; geared towards rewarding customers who act first, by giving them access to exclusive firsts. This loyalty program rewards customers for their brand interactions, brand advocacy and for their social sharing behaviours revolving around the brand. Earn loyalty points by sharing information with your social peers or simply by watching videos of our latest collections. Earn greater points by taking advantage of online registration services or by buying items in store. Now that you've earned points, you can redeem to be first to gain sneak previews of new collections, or to book your seat at exclusive in store events. You could even redeem them for a live personal shopper experience direct from your phone or tablet.
Experience First - Receive a digital invite on your Fashion App to view Live fashion shows in New York, Paris or Milan from the comfort of your home. Introducing the Fashion Cam. A special cam will be placed in these fashion shows, which can be controlled from the laptops or mobile phones with the help of a unique code. Using the direction keys, you can maneuver the Fashion Cam to see the celebs, designers and high profile buyers at the shows. And be amongst the FIRST to see Harvey Nichols' new Autumn Winter Collections the moment they hit the catwalks.
Experience First - Wouldn't it be wonderful to see what goes on behind the scenes at the cutting-edge fashion shows for the launch of the new Autumn Winter Collection? Thanks to Double Robotics, iPad on wheels, we can ensure you get to catch all the action without having to fly there. And be amongst the FIRST to catch all the action LIVE.
Experience First - Imagine Harvey Nichols Dubai's buyers armed with social media tools and on a mission to report 'Fashion Firsts' as they happen live from around the world. Suddenly Harvey Nichols Dubai's social channels would be filled with Firsts in the form of sneak peak photos, videos. Seasonal trends and tips could be shared as they first happen.
Experience First - Imagine to the naked eye, a Harvey Nichols Dubai window display of nothing but naked mannequins. However look again with the assistance of the "Be Fashionably First" App, and be first to see the new Autumn/Winter display in full view using 3D modeling & Augmented Reality to witness it.
Experience First - Harvey Nichols Dubai, could be the first brand to release an entire collection using the VINE social network. All key pieces of a collection would be shown in the format of 6 seconds of video. Each video would highlight a main piece from the collection along with a variety of seasonal accessories. In just 6 seconds the viewer would be exposed to multiple looks achievable and have content ready and worthy of sharing with their peers.
Own First - Imagine owning exclusive pieces from a new Seasonal Collection. Exclusive one-off pieces of certain items will be stocked in Dubai and the only way to purchase these will be by being the FIRST person to RE-Pin them from the Harvey Nichols Dubai Pinterest Board. Once Re-Pinned, an exclusive banner will appear on the item, stating the name of the person who will receive it First and Exclusively. They now have 24 hours to purchase the item, else it will be available again.
Own First - Imagine enjoying the personal shopper experience without being in the country, let alone in the store! By redeeming some loyalty points and using the App, you can speak direct with an in-store personal shopper via a live video link. Allow them to show you items, and put them aside for you , ready to try on when you reach the store.
Share First - Imagine an interactive photo booth, just outside the changing rooms. Customers step ionto a semicircular booth and with one click of a digital touchscreen, they generate a multi-angled photo of themselves modelling the outfit. Once captured, they can share the photo instantly via social media networks, via a private email or publicly onto Harvey Nichols Dubai's app to gain invaluable opinion of how they look, before they buy.
