Young people define themselves by their taste in music and clothes. Starhub Online Music store have cleverly tapped into this insight with a campaign that combines the two in interactive fitting rooms across Singapore. (Cheers Em and Sarah)
Radio-Frequency Identification (RFID) tags were attached to clothing so that when people tried it on, a RFID reader in the fitting room played a track from the StarHub Music Store that matched the fashion style.
To help close the sale, the reader then sends a text to the customer’s mobile, containing information about the song and the music store. Average click-through rate was 84%, paid music downloads increased by over 21% and brand equity score among youth increased by 57%. Over 47,000 songs were recommended to young people across the country.