Home / Knowledge / News / Information Technology / Musical Fitting Room wins Gold award at Cannes
Musical Fitting Room wins Gold award at Cannes
22
Jun '11
StarHub, together with its creative advertising agency, DDB Group Singapore, bagged the Gold and Silver awards in Promotion and Activation, and a Bronze in Direct Marketing for its campaign 'Musical Fitting Room' at the annual Cannes Lions International Festival of Creativity.

The concept behind the winning campaign, which is targeted at youths, is to create state-of-the-art fitting rooms at fashion stores in Singapore. The room alters its ambience and plays music according to customers' fashion preferences. This is achieved by attaching Radio-Frequency Identification (RFID) tags to fashion apparel. When a customer tries on a piece of clothing, an RFID reader installed in the Musical Fitting Room reads the contact-less intelligent bar code that contains data about the clothing's style and type. Then it automatically plays a track from the StarHub Music Store that matches the fashion style.

The campaign and its accolades to date are strong reflections of StarHub and DDB's brand of social creativity.

"In today's highly media-savvy and interactive Singapore, merely sending out a message doesn't have the same impact it once had. We need to engage people and get them to respond accordingly. I'm delighted to say this has been recognised by the 'Olympics' of advertising, and a clear indication of Singapore's international standing in the creative advertising field," said Mr Neil Montefiore, CEO of StarHub.

Continued Neil, "Understanding that music and fashion are the two most powerful forms of self-expression among youths led to the birth of this project. To creatively engage sophisticated youths in today's competitive market, we sought to continually combine innovative platforms with human insights and relevant services."

The work also underlines DDB's edge with its technology capabilities and shopper marketing skills.

"This campaign would bring the StarHub brand and its music offerings to people at the stores, the malls and the streets. Increasingly, brands will have to go out to engage customers and win fans, and with smart technology and clever store experience, we can get a lot more creative and effective,” commented David Tang, President and CEO, DDB Group Singapore.

The campaign 'Musical Fitting Room' is still in the running for more awards in the Media, Design, Cyber and Titanium award ceremonies, which will take place over the next four days.

Launched in 2000, StarHub has become one of Singapore's most innovative info-communications providers, and the pioneer in 'hubbing' - the ability to deliver unique integrated and converged services to all its customers. StarHub, listed on the main board of the Singapore Exchange since October 2004, is a component stock of the Straits Times Index and the MSCI Singapore Free Index.

StarHub

Must ReadView All

Textiles | On 30th May 2017

Russian regions driving forward light industry & fashion

Russian regions, especially Ivanovo and St. Petersburg, are turning...

Courtesy: Dollar Industries

Apparel/Garments | On 30th May 2017

Dollar Industries registers Rs 906 cr turnover in FY17

Hosiery major Dollar Industries Limited registered a turnover of Rs...

Courtesy: Pan Brothers

Apparel/Garments | On 30th May 2017

Pan Brothers to set up 2 new garment factories

PT Pan Brothers Tbk plans to increase its production capacity by...

Interviews View All

Karin Ekberg
Leadership & Sustainability

Sustainable models are beneficial for brands, retailers and manufacturers

Kaizad Hansotia
GetNatty

Competition is the best thing that can happen to a startup

Dharmendra Shah
Ozone PB Spintex Limited

‘We have made huge investments to ensure quality yarn production.’

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search