Crafting a premier experience for the first H&M store launch in Dehradun
H&M, a multinational retail clothing brand, wanted to create a grand launch for its first store in Dehradun, Uttarakhand. After being empanelled as one of H&M’s main event partners for the year, we set to work immediately after receiving the brief.
We started off by ensuring sufficient pre-event buzz even before the start of the event. After completing a thorough recce of the area, we planned to target local city-specific hotspots within the city. Coffee shops, pubs, bakeries, family restaurants and fast-food outlets were identified where creative and enticing info cards were distributed to the public. Along with this, we carried out a guerrilla marketing activity where several promoters carried H&M branded bags with the details of the launch event to malls and superstores influencing passer-by’s to participate in the launch activities.
Near the store, we created a special H&M branded DJ booth. As the weather forecast predicted showers of rain for the launch date, we used a German hangar to ensure the audience would be protected against rain or direct sunlight which ensured the fashionistas had their outfits intact. A special vibrant umbrella walkway was crafted within the hangar to showcase the variety of choices available at the store.
On the day, the set up was completed well in time and the pre-buzz activities worked well with several loyal H&M customers lining up in queue from the early hours of the morning. The first 200 attendees in queue also received special H&M gift vouchers and goodies.
As the day went on and more attendees started queuing up, the emcee engaged with some of the early birds to have a spur of the moment karaoke and dance session showcasing the talent of the city. The DJ booth also helped attendees get in a groove while still in the queue. This was followed by a special H&M staff dance showcasing their appreciation for the citizens of Dehradun.
The event concluded with a special ribbon cutting ceremony by the senior personnel of H&M and the store opening to the public. There was also branded wall for the fashionistas to show their love for H&M where many attendees clicked photos. With high energy, engagement and excitement, the result was an overwhelming success from start to end.