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H&M takes the mobile route to personalise fashion

In H&M’s first mobile initiative across Asia, the fashion label has teamed up with Ogilvy & Mather Shanghai to create a fashion catalogue with a twist. Instead of a traditional, still product catalogue, the team invented a musical product catalogue – the ‘Fashion Mixer’ – that mixes music with fashion for H&M’s Divided line of men’s and women’s summer clothing.

Music lovers across mainland China, Hong Kong, Singapore and Malaysia are invited to create their own personalised tracks through their smartphones and tablets. Each of the 43 new apparel including shirts, dresses, shoes and accessories, corresponds to a unique sound effect such as beats, melodies and voices. Music lovers can simply drag and drop a fashion item from the web catalog onto a ‘sampler’ that mixes the corresponding sounds into a tune.

The tracks are shareable on social media via Facebook, WeChat and Weibo. Each week, those who have created tracks with the most ‘likes’ on the Top Mixers 100 Chart get a chance to win headphones sponsored by Skullcandy.

“H&M is leading digital and social media as the first brand to create an interactive music mixing experience via the mobile web. The Fashion Mixer engages youth to explore the brand’s new summer line in a relevant way that connects their passion for music with fashion,” said Sascha Engel, Deputy Head of Digital, Ogilvy & Mather China.

The campaign will run for nine weeks.

Credits
Project Title: H&M Fashion Mixer
Client: H&M
Creative Agency: Ogilvy & Mather Advertising, Shanghai
Brief: Promote the Divided product line by connecting it with music
Chief Creative Officer: Graham Fink
Creative Director: Sascha Engel
Associate Creative Director: Marc Violo
Art Director: Liwen Fan
Copywriters: Liwen Fan, Marc Violo,
Account Management: Sascha Engel, Marc Violo
Agency Producers: Eddie Li, Rita Yang
Media Agency: Sonic Transmitted Disease
Head of Music: Marc Violo
Music Agency: EDC Shanghai
Production House: Mobile Now
Exposure: Mobile, in-store, social media

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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