‘Fantasy Experience’ with Helena Christensen

OgilvyAction London, part of the world’s largest brand activation agency, has created an immersive, magical Fantasy Experience to launch Triumph Essence for the Luxury Collection. Helena Christensen is the face (and body) of the collection and with her strong personality, creative instincts, professional ambition and feminine allure embodies the brand.  She says: “For me, it’s essential for a lingerie collection to have a female perspective. After all, women are wearing these pieces and it’s all about what makes you feel good. And these sophisticated styles definitely do that.” 

Three ranges from the collection will be exclusive to Selfridges on 3 from 23rd February for two weeks, supported by a series of events including a guest appearance by Helena Christensen at the launch.

Helena Christensen

The campaign takes its influence from the seductive beauty of the Triumph Essence Collection, a world of lace, precious Italian satin, iconic style and exquisite craftsmanship.

We are promised a rich shopper experience where the real and digital worlds seamlessly meet. It entices consumers in and encourages them to “follow the path to their fantasy”, a journey that will take them into a mysterious fairytale world with striking images including a forest made from lace and inhabited by delicate lace butterflies and birds against a rich midnight-blue and gold backdrop.

View the teaser video here: 

We’ve got our invitation for the 23rd February launch event with its QR code so that we can download the campaign app and enjoy a sneak video preview of the collection ahead of the official Selfridges unveiling. Here’s our report on the day.

The Triumph virtual ‘Fantasy Mirror uses innovative Holition technology to allow women to experience the collection without removing a single item of clothing. It’s innovative and ground breaking technology application centred around a full-sized high-resolution TV screen in portrait mode that gives the illusion of standing in front of a full-sized mirror in a changing room. You can even record a small keepsake video to take home. The app will allow customers to make an appointment to use it and will also link to the Selfridges online store.

On the day of the launch, underground escalator panels in Bond Street and Oxford Circus build the magic of the ‘Fantasy Forest’ and share a glimpse of the Triumph Essence range itself.  At 7am, for one hour only, on the day of the launch, six live models positioned on rotating music-box style plinths will show the collection. Either side of the main doors are two window displays depicting the forest scene. To add to the sense of theatre there are slowly moving lace screens accompanied by a subtle lighting show. After the first hour the live models will be replaced by mannequins.

The windows act as a digital gateway and carry the message ‘Follow the path to your fantasy’ with lace-style QR codes built into the window creative displays and allowing shoppers to download the campaign app that will reveal further secrets. App content includes an exclusive ‘behind the scenes’ video of Helena Christensen’s shoot for Triumph Essence.

Shoppers can scan images of the specially commissioned illustrations of lace bird and butterflies found in the window and logos and product labels on the Triumph logo also offer up special content. Illustrations have been created by Nina Kck and a music-box inspired score commissioned especially for the launch, written by composer Frederic Charpagne features within the app.

Commenting on the campaign, OgilvyAction COO Andrew Reeves, said: ‘I can think of no better demonstration of our activation proposition than this campaign which communicates with consumers at every significant on and offline touchpoint on the path to purchase.’

OgilyAction has developed every aspect of the campaign with supporting technologies from Holition and Aurasma. It has also created all Triumph Essence campaign assets for both the Triumph and Selfridges website. Creative Services, leading suppliers of innovative retail displays have supported the campaign by being responsible for the physical development of the window displays and third floor shopper experience.

We are going to bed early tonight so that we are up in time for the 7am launch. Read about our day here.

Comments

  1. I know! chatting with Helena was the most surreal experience ever… she is unbelievable…
    I haven’t tried the mirror because I am not a girl;-) but a friend of mine did and she loved it! I

  2. I met her yesterday at Selfridges… she is beyond stunning… almost unreal… and she looks 100 times younger in real life… she was so extremely sweet and friendly… I even chatted to her… well for 2 seconds but that was enough to lose balance;-))) extremely charming and I must admit she looks so naturally sexy…

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