Outfit-o-mat
e5 Mode
Issue 33 | December 2014
Agency
Friendship, Antwerp
Creative Team
Phil Blondé
Production Team
Ilse Van Elsacker, Olivier Fimmers, Ingrid Deuss
Other Credits
Bas Van Hoof, Jolien Arits, Eline Ros, Emma Gelaude, Tanguy Ottomer Cient Service: Bart Verschueren
Date
September 2014
Background
e5 Mode discovered that their brand was not perceived as fashionable amongst younger people.
They wanted to launch their new collection in a way that could reach people that would normally never think about going to e5.
Idea
Once people saw the collection, they were positively surprised that e5 made such beautiful clothes. Therefore the idea was for people to discover the brand/collection without knowing it was e5 at first.
The campaign was launched in Antwerp during the first shopping weekend. In one of the busiest streets in the shopping district, an outfit-o-mat was built. A giant, non branded, vending machine where people could step into and, after selecting the style of their choice, would come out completely restyled. Inside, people met two professional and well known Belgian stylists that would help them choose the perfect outfit and accessories.
Results
case: https://www.youtube.com/watch?v=zF9zWmEh8LE
important newspaper: http://www.gva.be/cnt/DMF20140908_01256343?pid=4204785
TV: http://nieuws.vtm.be/x-tra/107425-nieuwe-look-met-outfit-o-maat
online: http://adsoftheworld.com/media/ambient/e5_the_outfitomat