The iconic British retailer Marks & Spencer and JCDecaux Netherlands created a virtual catwalk in The Hague. Marks & Spencer showcases its new spring collection with an interactive bus shelter – the very first interactive campaign in the Netherlands to use the swipe technology. Using the interactive screen, passers-by were able to swipe through the entire collection very easily. When a person selected a garment, a catwalk clip was live streamed helping them to better visualize how it looked when worn. The great aspect of this campaign is that every single garment from the collection had its own catwalk clip!

By swiping, people could access information about the available outfits and their actual prices. All outfits on display were available for customers to order via the Marks & Spencer’s Dutch website and in their new flagship store near the bus shelter. This campaign is a very good example of how retailers can benefit from the proximity of OOH to their retail sights and from an increasingly mobile urban audience to deliver a relevant message and help drive more traffic towards their stores.

A great example of a fashion retailer communicating and engaging in a very innovative way!

As a medium, digital OOH offers more flexibility to advertisers, as not only do they have the possibility to use it as a catalyst for online shopping, they can also take it a step further by inviting their consumers to buy their products directly from the panel, or order them and pick them up in the nearest store.