When: February 2012
Where: Cromwell Road, Liverpool St, Heathrow
Why: To publicise the Autumn / Winter catwalk taking place at the Spring London Fashion week and to drive brand innovation.
How: With this in mind JCDecaux proposed a unique package allowing the Burberry brand to stand out on exceptional iconic sites that would not only showcase the collection, but create desire.
We ran live countdown clocks on our D400 (digital 96sheet) positioned on the CromwellRoad and across our London Transvision screens and in parallel we simultaneously ran a take over on our Silicon Valley site (the Old street round about). On show day we streamed live content across Transvision screens and tweeted photographs onto the Cromwell Road ‘i’. The response was phenomenal, not only from a technology point of view, where the stream was flawless, but also from a consumer perspective, (as commuters could order live as the models hit the runway). Post fashion show there was a round up that was run across the screens and mimicked across Heathrow T5.
Our digital screens delivered exceptional quality and allowed for a showcase brand to drive the boundaries of Out-of-Home. This represented the first time Burberry has ever live streamed on anything other then the web.
Christopher Bailey : Burberry Chief Creative Officer
“It’s a celebration of these merging worlds. We talk so much of the physical and the digital merging and I wanted that in the show as well. Technology is just a part of who we are. It’s our heritage now. It’s very important that we communicate in a way that is relevant today.”