Google Street View Fashion Show
Majid Al Futtaim
Issue 54 | March 2020
Agency
MullenLowe Dubai
Creative Team
Creative Director Alfonso Arbós Art Director Maricel Soriente Copywriter Silvia Carreño Vera
Production Team
Motion Designer Jose Basug Video Editor Mohammad Jawad Production Company Jack Morton
Other Credits
Group Account Director Rami Ghanem Account Manager Amina El Ashry Client Senior Marketing Director Rima Chammas Marketing and Communications Director Dimitrij Dugandzija Communication Marketing Manager Mohamed Kobrosly
Date
October 2019
Background
Other malls in Dubai, such as Dubai Mall or Mall of the Emirates, had higher-end fashion retail destinations than City Centre. So City Centre opted to position itself as a ‘real fashion destination for real people’.
To support a conventional outdoor campaign, the ask was for an activation to reinforce the association with the kind of everyday fashion that people could wear on the streets.
Idea
To generate awareness around the new Autumn/Winter 2019 collection, the world's first street-side fashion show available to watch on Google Street View was curated.
The digitised catwalk show provided a uniquely engrossing way for shoppers to discover the collection.
Shot near City Centre with a licensed Google 360 photographer, the show was inserted into Google Maps, replacing the original content of Deira, an iconic Dubai neighbourhood.
Results
The fashion show gathered 300,000 views in the first three days and achieved a reach of 10 million. The campaign was featured in at least 100 media outlets with an earned media value of $800,000 for no media investment.
Our Thoughts
This is an old-fashioned advertising idea (real fashion for real people, featuring real people from the community in which they live) expressed in a bang up-to-date way.
Congratulations to whoever it was who persuaded Google’s engineers to play along.
My experience of them (Google engineers) is they are usually anti-advertising, despite the fact that advertising pays their wages. So this is a neat innovation that probably won’t be repeated.