Le détournement du magazine de mode

Quand un magazine de mode se transforme en catalogue en ligne.

On le sait, les fashionistas trouvent une vraie source d'inspiration dans les magazines de mode et il leur est parfois difficile de retrouver les articles correspondant en boutique ou en ligne. Pour démontrer la puissance de la nouvelle application Shazam Image, Stylight magazine a été utilisé. Comment ? La dernière édition du magazine a été "shazamée" au moment de la sortie, tout en créant des liens vers les articles dans des boutiques en ligne. Une publicité a été insérée dans l'exemplaire proposant aux lecteurs et surtout aux lectrices de passer les photos à l'application Shazam et de retrouver un ou plusieurs articles de la photo créant ainsi une expérience de shopping innovante.



About Serviceplan Group

building best brands

What binds us all together is the passion to develop and to coach fascinating brands. Brands that are economically successful and that evoke emotions in the minds of consumers – in other words, best brands. Innovative communication is the path to this goal. That means finding new ways to move the hearts of consumers: creatively, through media, technologically and by integrating all three.

Our vision is to provide the most modern and most efficient agency model for international communications. That means combining global thinking with local action. We are standing up for this belief with our "House of Communication" agency model. These centres combine classic, media, online and research under a single roof. At every House of Communication, we can therefore develop globally integrated campaigns for our customers. However, an idea is only as good as its implementation in the respective market. 

Latest News

METRO’S third “Own Business Day” celebrates business owners

  • #Loveownbusiness: Business owners in 24 countries took part in the “Own Business Day 2018” offering more than 380,000 specials
  • Now in its third year, METRO celebrates the “Own Business Day” for business owners. Global campaigns draw attention and appreciation to SMEs
  • An important part of the campaign was the “Own Business Study” with 10,000 participants worldwide. It suggests that consumers want more visibility for independent businesses
  • With “The Longest Queue” in Porto, a business owner was surprised at the opening of his restaurant with an almost 500-meter-long queue of customers

A holiday for the independent businesses: METRO’s “Own Business Day 2018” on 9 October gave special attention and appreciation to business owners around the world, who offered more than 380,000 specials to their customers on that day. In 24 METRO countries, several campaigns provided more visibility and attention for them. Highlights include the “The Longest Queue” initiated by METRO together with Serviceplan Campaign Hamburg to celebrate the inauguration of a restaurant in the Portugese city of Porto.

“The significant growth of variety, creativity and number of specials reinforces the potential to engage more and more business owners. Our growing media investment and the big celebrations in each country boosted the awareness own businesses deserve - making it another prove of what we mean when we say "your success is our business",” says Gisele Musa, Global Director Branding & Activation of METRO AG, explaining the idea behind the day for independent businesses. Lack of visibility is still the biggest problem for independent businesses. This has been found by the recent “International Own Business Study,” which METRO commissioned for a second time in honour of the special day, and which surveyed 10,000 people in ten countries. One result: independent businesses are popular worldwide and are valued by their customers, but often lack visibility and public awareness.

The results of the study show that only 42 percent of independent businesses have their own website, while only 46 percent are active on social networks. In Germany, only 22 percent use Facebook, Instagram & Co to promote their own business. It is hardly surprising that nearly two-thirds of consumers complain about the difficulty of finding independent businesses.
“The Longest Queue”: Nearly 500-meter-long queue in front of res-taurant, ensuring more customers and attention on opening day

Lack of customers on the opening day – according to the study, that is what independent businesses are most afraid of in the start-up phase. For its third “Own Business Day,” METRO came up with a special campaign in Portugal and called on the public through its own channels as well as regional and national Portuguese TV and radio stations along with the local newspaper “Journal de Notícias” to participate in “The Longest Queue” in Porto. The restaurant “Torre do Conde”, which opened just in time for “Own Business Day” on 9 October, was empowered with the best conditions for a successful start with plenty of attention and customer influx on the opening day. Besides passers-by, more than 120 employees of MAKRO Portugal, METRO’s local subsidiairy, showed up onsite to support the new restaurant owner. Similar regional events took place in other major cities around the world on this day to connect the independent businesses more closely with the public.
#loveownbusiness: Entrepreneurs worldwide draw attention with special campaigns

Even before 9 October and on the day itself, consumers could find all specials and deals in their vicinity at the hub www.own-business-day.com. On the day itself, special promotions were up on the website and METRO’s YouTube channel and could be followed all over the world on Facebook, Instagram and Twitter under the hashtag #loveownbusiness. It resulted in 540,000 hits on the hub, 1,400 social media posts and nearly 16 million views on YouTube. METRO also relied on influencer cooperations and paid media throughout the campaign.

The campaign was developed by Serviceplan Campaign Hamburg. The agency achtung! in Hamburg supported with regional press work. “We are delighted that ‘Own Business Day’ has gained such global popularity over the past three years. We developed this special day for METRO as a crea-tive way to bring the brand promise to life. METRO’s promise to its customers is to make them more successful by giving them the recognition and attention they deserve in our society,” says Michael Schneider, Managing Director, Serviceplan Campaign Hamburg. 

The study published on “Own Business Day” 2018 was conducted in July and August 2018 by APCO Worldwide in Germany, France, India, Italy, Portugal, Romania, Russia, Spain, the Czech Republic and Turkey. The white paper “Supporting independent businesses is everyone’s business” is available here.