MUMBAI: The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season. Fashion brands are doing everything in their power to ensure that shoppers take notice of them and choose them as their styling partners. So how do you break the clutter and ensure the audience remembers you?
Fashion retail brand fbb wanted to find the perfect way to launch their biggest festive collection yet. So digital marketing Agency, Social Kinnect conceptualised and brought to life the #fbbAirportMakeover where the beautiful festive collection was launched through a one of a kind fashion show at Terminal 1 of the Mumbai airport and showcased to the audience across the country through a Facebook Live.
Once the plan was in place, capturing the audience’s attention was key. To do this, fbb reached out to the audience by giving them the unique opportunity to win a free round-trip flight and witness the gorgeous 2nd Runner up of Miss India 2018 Shreya Rao Kamavarapu walk the ramp. But it didn’t stop there, one lucky audience member even got to walk with celebrity showstopper Radhika Apte.
fbb also tied up with a few influencers to ensure people who couldn’t make it to the airport in time, could stay updated with the happenings of the event.
The fashion show seamlessly worked into the feel of a normal day at the airport with models walking onto the ramp from different directions. With a few of the models coming in from around the conveyor belt and a few breaking out from their circles in the audience and walking onto the ramp.
Best of all, fbb gave all the onlookers a special gift. As their baggage came onto the conveyor belt, each suitcase had an envelope tied up on it that contained an exclusive voucher to shop at fbb.
Future Group’s head of digital Pawan Sarda says, “For the launch of this year’s stunning festive collection, we wanted to create an experience for our audience that they were least expecting. We wanted to capture their attention in the short span between baggage collection and exiting an airport. And that’s how the fbb Airport Makeover came to life! It’s a first of its kind fashion show at an airport and marks the launch of the beautiful collection we have to offer.”
Social Kinnect COO Chandni Shah adds, “At Social Kinnect, we thrive to break conventional boundaries. With that in mind, we spearheaded for fbb, the unveiling of their festive collection in a way that has never been done before.”
