For the next two weeks the focus is on marketing luxury and the first is a brilliant idea for a mobile showroom. This idea could work for any number of products from property to fashion. It is talking directly to the customer at a place and time to suit them. You can’t get more customer focused!
Click and see.
Throughout the summer of 2012 you may have seen the MCM Routemaster Bus visiting the streets of London. The bespoke brand experience created by JUSTSO incorporated a mobile boutique and interactive entertainment area for passengers to engage and enjoy the global luxury goods brand.
The production process began by completely gutting the bus interior including seats, flooring and wall coverings, making surfaces ready for the exciting luxury interior concept. The exterior was wrapped in a vinyl of the heritage Cognac Visetos print with handles and locks, resembling an MCM handbag. The back of the bus remained open as of course it was made to do!
The Lower Deck was converted into an intimate boutique to display a choice selection of the Autumn/Winter 2012 collection, enabling passengers to see the beautiful pieces in reality. There were also products from different ranges throughout the bus for customers to admire close up and even try on. Also on the lower deck was a dance floor area with light-up poles, a giant plasma screen and sound system.
The Upper Deck was transformed into a luxury bar area to allow guests to sit down with a glass of champagne and interact with the on-board iPad technology to browse the MCM range. Filled with seating covered in MCM leather, an MCM Gold chained wall and a ceiling vinyled with the heritage print the space was a haven for passengers to learn about MCM.
During a 7 week promotion, the JUSTSO team managed the mobile Brand Experience. The Routemaster bus could be found at key London locations such as Covent Garden, Oxford Street, Canary Wharf and Trafalgar Square introducing the brand to the public.
The bus was also used for multiple private events throughout its time in London. Celebrity visitors to the bus included Alexandra Burke, film star Michael Arden (Of Bride Wars and Anger Management ) and Olympic athletes – The Team GB Rowing Team, Team GB Men’s Gymnastics Team, Team GB Men’s Hockey Team and The French National Rugby Team. Filming was done with R&B artist Estelle and US star LaLa and photoshoots took place with West End stars Katherine Kingsley, Daniel Crossley and Kerry Ellis.
There were plenty of blogging events, VIP Parties and an International Press Event to launch the new collection at Wellington Arch. The promotion culminated with MCM launching their new store on Harrods’ Designers Lower Ground Floor.