Free Taxi Ride for Fashion Week Comes With Option to Buy

Free Taxi Ride for Fashion Week Comes With Option to Buy

PROGRAM
OVERVIEW
During Fashion Week February 2012,
Glamour and L'OREAL USA brought
first-to-market shopping technology
to the US. We partnered with Yves Saint
Laurent and Lancôme to launch the
first ever "shoppable taxis" that allowed
consumers to shop the latest beauty trends
with a click of their smartphones.
This innovative program created buzz among
Fashion Week insiders and a media frenzy
among the press. The following program
elements were delivered to L'ORÉAL USA
as part of our partnership.
PROGRAM ELEMENTS
I. Taxi Fleet Takeover
II. Innovative Mobile Technology
III. Promotion Campaign
IV. Social Media
V. Press
For the first 5 days of Fashion Week,
a fleet of 50 taxi cabs were beautifully
transformed into Yves Saint Laurent
and Lancôme mobile shops. Taxis
were available at three highly trafficked
locations: Lincoln Center, the Condé Nast
Building and the Standard Hotel.
For the first 5 days of Fashion Week,
a fleet of 50 taxi cabs were beautifully
transformed into Yves Saint Laurent
and Lancôme mobile shops. Taxis
were available at three highly trafficked
locations: Lincoln Center, the Condé Nast
Building and the Standard Hotel.
Yves Saint Laurent and Lancôme
branding included:
t Customized taxi tops
For the first 5 days of Fashion Week,
a fleet of 50 taxi cabs were beautifully
transformed into Yves Saint Laurent
and Lancôme mobile shops. Taxis
were available at three highly trafficked
locations: Lincoln Center, the Condé Nast
Building and the Standard Hotel.
Yves Saint Laurent and Lancôme
branding included:
t Customized taxi tops
t Backseat "clings" featuring our
SHOP THE LOOK tags
For the first 5 days of Fashion Week,
a fleet of 50 taxi cabs were beautifully
transformed into Yves Saint Laurent
and Lancôme mobile shops. Taxis
were available at three highly trafficked
locations: Lincoln Center, the Condé Nast
Building and the Standard Hotel.
Yves Saint Laurent and Lancôme
branding included:
t Customized taxi tops
t Backseat "clings" featuring our
SHOP THE LOOK tags
t Taxi TV takeover with exclusive content:
t Original intro videos featuring
Glamour editor, Susan Cernek
For the first 5 days of Fashion Week,
a fleet of 50 taxi cabs were beautifully
transformed into Yves Saint Laurent
and Lancôme mobile shops. Taxis
were available at three highly trafficked
locations: Lincoln Center, the Condé Nast
Building and the Standard Hotel.
Yves Saint Laurent and Lancôme
branding included:
t Customized taxi tops
t Backseat "clings" featuring our
SHOP THE LOOK tags
t Taxi TV takeover with exclusive content:
t Original intro videos featuring
Glamour editor, Susan Cernek
t Original trend videos produced by
Glamour and featuring Yves Saint
Laurent and Lancôme make-up
artists.
For the first 5 days of Fashion Week,
a fleet of 50 taxi cabs were beautifully
transformed into Yves Saint Laurent
and Lancôme mobile shops. Taxis
were available at three highly trafficked
locations: Lincoln Center, the Condé Nast
Building and the Standard Hotel.
Yves Saint Laurent and Lancôme
branding included:
t Customized taxi tops
t Backseat "clings" featuring our
SHOP THE LOOK tags
t Taxi TV takeover with exclusive content:
t Original intro videos featuring
Glamour editor, Susan Cernek
t Original trend videos produced by
Glamour and featuring Yves Saint
Laurent and Lancôme make-up
artists.
L'ORÉAL USA was Glamour's exclusive
launch partners of our upgraded "Friends
and Fans" APP which featured first-to-market
snaptag shopping technology.
Yves Saint Laurent and Lancôme were
integrated into the APP launch as follows:
L'ORÉAL USA was Glamour's exclusive
launch partners of our upgraded "Friends
and Fans" APP which featured first-to-market
snaptag shopping technology.
Yves Saint Laurent and Lancôme were
integrated into the APP launch as follows:
t 10 Yves Saint Laurent/Lancôme
products were exclusively featured
during the APP launch
L'ORÉAL USA was Glamour's exclusive
launch partners of our upgraded "Friends
and Fans" APP which featured first-to-market
snaptag shopping technology.
Yves Saint Laurent and Lancôme were
integrated into the APP launch as follows:
t 10 Yves Saint Laurent/Lancôme
products were exclusively featured
during the APP launch
t Each Yves Saint Laurent/Lancôme
product were integrated into a "wallet"
experience allowing consumers to shop
with universal shopping cart.
L'ORÉAL USA was Glamour's exclusive
launch partners of our upgraded "Friends
and Fans" APP which featured first-to-market
snaptag shopping technology.
Yves Saint Laurent and Lancôme were
integrated into the APP launch as follows:
t 10 Yves Saint Laurent/Lancôme
products were exclusively featured
during the APP launch
t Each Yves Saint Laurent/Lancôme
product were integrated into a "wallet"
experience allowing consumers to shop
with universal shopping cart.
t Glamour worked with L'ORÉAL USA's
fulfillment house to create a seamless
back-end experience for users.
Glamour produced and implemented
an extensive promotional campaign—
featuring Yves Saint Laurent and Lancôme
branding—to launch the Taxi Shop effort
as follows:
t Taxi TV teaser campaign on 2,000
screens for four days.
Glamour produced and implemented
an extensive promotional campaign—
featuring Yves Saint Laurent and Lancôme
branding—to launch the Taxi Shop effort
as follows:
t Taxi TV teaser campaign on 2,000
screens for four days.
t Ad campaign featuring spread
creative in The Daily for four days.
Glamour produced and implemented
an extensive promotional campaign—
featuring Yves Saint Laurent and Lancôme
branding—to launch the Taxi Shop effort
as follows:
t Taxi TV teaser campaign on 2,000
screens for four days.
t Ad campaign featuring spread
creative in The Daily for four days.
t Digital campaign on Glamour.com and
across sister Conde Nast sites.
Glamour produced and implemented
an extensive promotional campaign—
featuring Yves Saint Laurent and Lancôme
branding—to launch the Taxi Shop effort
as follows:
t Taxi TV teaser campaign on 2,000
screens for four days.
t Ad campaign featuring spread
creative in The Daily for four days.
t Digital campaign on Glamour.com and
across sister Conde Nast sites.
t Five days of Taxi Shop "street teams"
and distribution of “Shop the Look”
postcards which replicated the backseat
clings.
Glamour’s Execut
ive
Fashion Director,
Anne Christensen
IV.
Glamour worked with L'ORÉAL USA to
create a social media campaign that was
implemented during the duration of the
program as follows:
t Custom email blast deployed to 15,000
New York area subscribers.
t Daily Tweet schedule implemented
t Glamour Editors Tweeted from
#Glamtaxis.
t GlamTaxis locations on Foursquare.
t GlamAlert.com online hub.
V.
February 6, 2012
Free Taxi Ride for Fashion Week
Comes With Option to Buy
Glamour worked with L'ORÉAL USA to
develop a press campaign that would position
L'ORÉAL USA, Lancôme and Yves Saint
Laurent as an "innovators". The press
strategy was fully implemented to the tune of
55 MILLION PRESS IMPRESSIONS
ranging from the Wall Street Journal to CNN,
French Vogue to The Daily, the fashion
blogs to the tech blogs.
S
ome New York City cab riders are
still getting used to watching clips of
talk-show host Jimmy Kimmel on a
loop. Are they ready to buy lipstick?
costs for the taxis during the program.
The idea will get a test drive later this week
Commission effort to introduce creditcard readers and television screens into
yellow cabs has received mixed reviews.
It remains to be seen how riders will
react to making purchases in cabs. The
allowing passengers to purchase luxury
beauty products by swiping their smart
phones over special tags inside the cab.
Passengers will get a free cab ride for
been a source of irritation for many riders.
experiment. But they won’t have an option
most riders do: They can’t turn off the intaxi television screens.
comment.
The “mobile taxi shops”—hatched by
The presence of TVs has become such a
which starts Thursday—were inspired by
the virtual stores the supermarket chain
Tesco launched in the Seoul subway
system. Riders can use their smartphone
cameras to scan the codes of items
have the purchases delivered.
he wanted to replicate the Tesco project
For Fashion Week,
Glamour magazine has
outfitted a fleet of
taxis, such as the one
above, with technology
for shopping onboard.
the owners of the new cabs decide whether
to install the screens.
Village. “The last thing I want to do in a
cab is buy something else.”
But Greenwich Village resident Adam
“It sort of changed the whole perception
SnapTags from technology company
partner in the taxi project.
Passengers who want to shop for products
on the screen must download an app and
hold the phone over the tags to make a
purchase.
Glamour has long relied on print ads for
most of its revenue but is one of a growing
number of magazines that has pushed
into electronic and mobile commerce.
THEY CAME. THEY SAW. THEY SHOPPED.
Fashion Week's most stylish and
buzz-worthy personalities took rides
in the Lancôme and Yves Saint Laurent
taxi shops.
Lancôme Spokesmodel,
Elettra Wiedemann
somethingnavy.com
blogger, Arielle Noa
stylebubble.com
blogger, Susie Bubble
Yves Saint Laurent
blogger, Juliette Longuet
theglamourai.com
blogger, Kelly Framel
Ting Tings singer,
Katie White
Gossip Girl Actress,
Kaylee Defer
An online survey was conducted
February 16-22, 2012 among approximately
300 consumer taxi riders pre-identified
as program participants.
Topics covered in the 20 question survey
included:
t Taxi Ride Experience
t Actions Taken In/After the Ride
t Program Attitudes and Impact
t Interest in Future Programs
t 2/3 posted a status or photo to Facebook or
Twitter from the cab itself—or after their ride.
t 35% looked for more info on the products
seen in the cabs.
t 94% felt the experience shows that Lancôme &
Yves Saint Laurent are innovative beauty
brands and made them feel more positively
about the brands.
Nearly one out of every 3 Glamour Mobile Taxi
Riders snapped a tag—a 7% overall purchase
conversion rate!
What does this mean?
t Our 29% activation rate over performs on
national QR code activation estimates (20%
according to comScore).
t A quarter of those who snapped actually
purchased featured products (22%).
t 92% say they’d purchase beauty products
from a L’Oréal taxi in the future.
SOURCE: Spyderlynk metrics, 2012; Glamour Taxi Rider Survey, 2012.
TESTIMONIALS
It was so fun and easy! I hopped
in the taxi, saw the Lancôme video
and then purchased a lipstick with
one easy snap. The cab was more
colorful and fun than most I ride
in NYC. It was a very enjoyable
and new experience.
It was a cold day so to be in
a warm cab that let me relax,
browse and shop new Lancôme
products was so much fun!
I really liked the video and thought
it was well done. I downloaded
the app…I shop a lot via my phone
and thought this whole experience
was clever.