Post on 12-Jul-2015
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A Concept Presentation By Phase 1
The Objective To popularize the brand Fastrack and make it aspirational for the youth
To create a property that resonates with the brand identity
!To create a trend that spreads like wildfire
The Idea #Fetish
What Is #Fetish?We will connect with design schools across India like NID, Shrishti, NIFT etc. The students of these schools need to pick one or two product from the fastrack gamut and design a look. The look could be a garment or an ensemble
Whats In It For Me?
A huge cash prize and an opportunity to be the fashion designer for the one fetish ad of fastrack
What Next? The contest percolates from the colleges to an online contest that drives walk ins
How?We will set up a #fetish backdrop. People can walk into the store and take pictures by creating an on the spot ensemble of fastrack.
They need to then upload the images on their facebook/instagram and get maximum number of likes to win a chance to model/design for the next fastrack ad
Quality Control There will be a special award for a staff pick image/ensemble for the mass contest.
Chirp About It
The most catchy tweet with the #fastrackfetish wins a cash prize
ResultsThe fashion / art colleges that are typically ignored save for their contests get to part of the larger picture!The contest caters to a larger audience and gives them a chance to interact with the product as well as connect with at a whole other level
ResultsIt drives walk ins to the store!It creates a trend that identifies with both fastrack and fashion!It makes the brand aspirational to the youth as it is then associated with the fashion industry
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