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#LiveTrends / Twitter and TOPSHOP democratise fashion in groundbreaking digital out of home campaign

by on February 18, 2015 in Events & Awards, Lead Article, Retail, Retail News, Twitter

Twitter and TOPSHOP will showcase emerging fashion trends as they happen live from London Fashion Week in a unique collaboration broadcast across eight Ocean screens in six UK cities.

Listening to the industry and influencers as they Tweet at and around shows, Twitter and TOPSHOP will highlight next season’s trends and communicate them via Ocean’s The Grid network of screens, online and in store. The campaign, created by Twitter UK for TOPSHOP, breaks on February 20 across Ocean’s The Grid network in London, Birmingham, Leeds, Manchester, Liverpool and Glasgow.

Throughout the day, as key trends emerge they will appear in the TOPSHOP trend cloud as hashtags, for instance #colourblocking, #pleats and #utility, and subsequently feature on The Grid. Customers will then be able to Tweet @Topshop using one of the trend hashtags, to receive a curated shopping list inspired by the trend.

#LiveTrends is already an award-winning campaign, taking the Creative Techniques Prize in Ocean’s annual Art of Outdoor competition 2014.

Sheena Sauvaire, global marketing and communications director TOPSHOP said: “TOPSHOP is proud of the award-winning, innovative partnerships that have driven the democratisation of London Fashion Week over the last three years and this season is no different. Through Twitter’s listening power, we can allow our global consumer to shop the trends as and when they happen, and give them insight and access into runway shows. The idea of live advertising is just beginning, and thanks to the Ocean sites, this will be a first example of real-time shop-able billboards.”

Bruce Daisley, managing director of Twitter UK, said: “Twitter is live, public and conversational, making it the perfect accompaniment to London Fashion Week. We are excited to be working with TOPSHOP on a project that brings people all over the world closer to fashion week, giving them direct access to next season’s trends as soon as they emerge.”

Ocean CEO Tim Bleakley said: “This campaign is striking for its immediacy and relevance to it target audience. Here’s proof that premium digital out of home really is the media of the moment to get your brand noticed.”

The Art of Outdoor entries were judged by a panel of 13 cross discipline industry experts. The judges said: “This campaign is brilliant positioning and directly related to Top Shop’s retail locations. The idea is fantastic.”


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