INDUSTRY
Fashion & Retail
REGION
South East Asia
AW LAB
AW LAB is a laboratory of “urban sport style” trends that offers its customers the coolest products of the moment, suggesting and inspiring them in creating their own style. AW LAB proposes a wide collection of sneakers of the most famous international sport brands and a wide range of exclusive designs created in collaboration with them.
Creative Content Creation, Creative Marketing Campaigns, Experiential Events & Live Streaming Solutions, PR & Influencer Engagement, Social Media Management
1K+
FOLLOWERS IN 2 MONTHS
533%
IN AVERAGE COMMENTS
168%
IN AVERAGE ENGAGEMENT
The Brief
The client had difficulties making the brand known and attractive to their audience - they needed fresh ideas to captivate the target market and to build greater brand awareness to increase sales in their stores.
We were tasked to come up with a 360 marketing campaign that encompasses creative solutions that are not only captivating, but practical, to increase brand awareness and sales. We engaged the target audience through digital marketing, KOL seedings and physical events. The brand hopes to reach out to as wide a reach an audience as possible.
Pop-Up Booth
The PA-TATA-TATA team conceptualized and designed a pop-up booth event for AW LAB's new store opening at Wisma Atria, featuring various attractive and fun Instagrammable spaces for photo opportunities.
Photos taken and posted by those who visited the booth were shared on social media, tagged with #awlabrunway; 2 winners were picked to be sent to Milan, Italy for a photoshoot. This went viral and sparked further interest in the event, and increased AW LAB's brand awareness.
3.7M+
PR VALUE
#SpinwithStyle
For AW LAB's new store opening at Westgate Mall, we created a physical slot machine where participants could stand a chance to win vouchers, shoes and other prizes. The interactive booth revived the old school and created an experiential engagement with the audience where the probability to win prizes were randomised. This garnered the attention of many visitors, proving to be a huge success in promoting the brand.
300%
INCREASE IN LEADS
Store Opening
When AW LAB opened a new store in Tampines 1, we planned and executed an event using a game to allow customers to win free shoes. The objective was to get the maximum number of participants taking part in the event within the limited time frame.
We managed to achieve an average of 10 seconds per participant per game; multiplied by 8 hours over the weekends - imagine the crowd! The queue spanned two levels of the mall, with many walking away and sales hitting record numbers that weekend.
We brought this successful event to our client's other outlets in Southeast Asia.
Product Photography
Unique and engaging product photos of apparels were taken by the team, leveraging on different settings, lighting and angles that would best enhance and complement the designs and details. Various types of shots were taken for their digital media, including model photoshoots - styled inhouse - shot at specially chosen locations.
Brands featured include Nike, Adidas. Puma, New Balance, Fila, Superga, Vans, Champion, Converse, Diadora, Kappa Reebok, VRL and more.
Results
Through multiple outlet launch events, creative social media marketing and KOL seedings, AW Lab was able to increase its brand awareness and create a lasting impression. The events effectively reached out to the younger target audience, seen from an increase of followers on AW Lab’s social media.