Democratic Front Row
Tele2’s brand purpose is to challenging the norms in society and democratizing it through technology. First mission: the world of fashion. We were asked to launch a PR campaign within fashion to communicate this, at Fashion Week in Stockholm.
Fashion designers often get their inspiration from young people they spot on the streets. But the highly exclusive fashion shows are limited to celebrities, fashion editors and bloggers. What if we could bring all the young people to the front row?
Democratic Front Row – a live 360 VR experience at Fashion Week in Stockholm, where we invited everyone to take a front row seat through virtual reality – and interact with what they saw on the catwalk through custom built robots.
The earned media reach was 162 million people and 1 200 cardboards were ordered in one week. Perception as a carrier with good coverage increased with 18%, net Promoter Score increased by 21% and trust for the brand increased with 14% (source: Millward Brown).
The project was highlighted internationally by Forbes, Vice: The Creators Project, Vogue, PSFK, Creativity Online, Trendhunter, Geektime, USFL.com, Le Leux Est Viviant, World Wide News Hub, The Loop, MMFsalon and a lot of Swedish daily news, fashion and lifestyle media; DN, SVT Gomorron Sverige, SvD, Metro, SVT Kulturnyheterna, Sveriges Radio P5, Dagens Industri (1, 2), P1 Stil, Bon, Rodeo, Elle, Chic, Nöjesguiden, Tidningen Solo, Damernas Värld, Plaza Kvinna, Colin Magazine, Internetworld, Café, Popmani, Säker Stil Podden.