Boohoo Dressmas Experiential Activation

Added: 5th May 2014

What they asked for:

A team of on brand promotional models and a 5 strong team of hair and make-up artists and nail technicians to offer shoppers boarding the bus free make-over opportunities.

What we did:

The activation started in Newcastle upon Tyne where the bespoke promotional double decker fashion bus made its home for a long weekend. The branded vehicle was decked out with 3 particular areas in mind; makeovers where members of the public were encouraged onto the bus to take advantage of a free mini mani courtesy of our make-up artists, a choice of 3 current hair styles or a mini makeover chosen from the specially designed menu from our hair stylists, current collections where the new dressmass range was displayed to touch, feel and experience the quality of the garments and finally the shopping zone where customers could relax while waiting for their treatment as well as shop via an iPad.

Once the glam squad of fashion experts, nail artists and make-up artists were in position on board the bus the floodgates opened with a live DJ and 3 of our gorgeous promotional models distributing reusable goody bags containing a free St Tropez sample, the latest dressmass catalogue and £5 off vouchers when spending £20 online.

Shoppers were also encouraged onto the bus to view the latest collection offering them the opportunity to feel the quality of the material used, how they look and feel in real life.  This was a really unique set-up as most on-line retailers are just that, they only operate on-line and offer very little in the way of experiential or face to face contact with potential customers.

Outcome:

The make-over services were extremely popular among the visitors to the fashion bus and the promotional staff were kept hard at work throughout the day working their magic on over a whopping 1500 members of the public which is a phenomenal return.  In addition to this the bus saw over 4000 customers check out the new Boohoo range and over 7500 goody bags were distributed over the 3 day activity.

The live event was a roaring success and really set the pace for the following event; Glasgow SECC for Girls Day Out.

- Boohoo.com

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