Percept Sports & Entertainment bags the on-ground activation event for the brand Hennes & Mauritz AB (H&M)
Percept Sports & Entertainment, the Strategic Business Unit of Percept One, bagged the prestigious Brand Activation & Promotions mandate for brand Hennes & Mauritz AB (H&M). The event took place on 30th September and 2nd October, 2015 at Select City Walk in New Delhi. Percept Sports & Entertainment’s 360-degree scope of work encompassed the whole event process i.e. conceptualization, planning, artist management, production, logistics, security, arranging, managing food & beverages and executing all promotional activities dedicated to promoting Brand H&M.
The multi-agency pitch was won by Percept Sports & Entertainment. Percept Sports & Entertainment was shortlisted after a couple of rounds with the H&M’s PR agency & the global team from Sweden amongst other top agencies. Percept Sports & Entertainment presentation was very meticulously done and had just the right ingredients to win it. We had given special attention to every detail of planning the queue up which was a big hurdle as was seen in all of the launches that H&M stores had done in the past.
The main brief given to Percept Sports & Entertainment was to manage and execute the on-ground activation event for the brand H&M. i.e. Pre-launch party & the Consumer launch of the first store in India. Percept Sports & Entertainment were also given a mandate to commence activation at colleges and Cyber hub where normally one would find H&M enthusiasts. The activation was done in the top colleges of Delhi like– Miranda House, JMC, NIFT & Venkateshwara. Percept Sports & Entertainment managed the entire celebrity line up and organize a VIP party for HNIs and Bollywood celebrities to create a wow experience.
H&M pre-sale party event was held at 30th September, 2015 and attended by HNIs and leading Bollywood Celebrities like Ranveer Singh, Jacqueline Fernandez’s, Soha Ali Khan, Liza Haydon, Lauren Gottlieb, Tamannaah Bhatia, and Carol Gracias who were seen walking the perfectly laid out red carpet. It was definitely a star studded night where the celebs got to lay their hands on the first ever H&M collection launched in India. Famous DJ duo Nina Shah & Malika Hayden from Elektrovertz were dishing out some electrifying music from the Top 100 International pop/dance chartbusters while the guests enjoyed some elite selection of wine & delicious canapés.
H&M had planned the consumer launch of their first store in India on the busy weekend of 2nd October, 2015. The event saw a massive arrangement of queue managers organized at the Select City Walk for the consumers to queue up to get in the store. The first 3 people came at least 48 hours prior to the store opening to be a part of the queue up and gain the opportunity to win gift cards worth 7.5k, 10k and 15 k respectively. They were joined by others and by the night of 1st October, more than 300 people had queued up. H&M made adequate arrangements of water and food for all patrons throughout the night.
The early morning of 2nd October, saw a massive amount of people as part of the queue up. At about 8:30am there were approximately 1200 people already in the queue. In the wee hours of the next morning, H&M had arranged for a guitarist who was playing some upbeat music to get the enthusiasm going. The consumers too participated; some even got their own guitars and sang along. The entire Select City Walk was decked up with massive H&M branding and to cheer the consumers further, DJ Zaiden was spinning some groovy music which went up till 5:00pm in the evening. The Inauguration of the newly launched store was done on a countdown of 10 seconds to 11:00am.
VIPs, HNIs and Bollywood celebrities were seen partying, shopping and experiencing the brand items, enjoying the exclusivity of the ambiance in the store launch. The entire team of Percept Sports & Entertainment executed a brand visibility experience for the guests by creating an H&M photo wall which had life size 3D letters for people to pose & click pictures with. It was a niche setup & creating fantabulous décor- lightings, soothing music and a great consumer engagement experience.
Speaking on this significant account win, Mr. Sanjay Shukla, Chief Operating Officer, Percept One said, “It’s an honor to manage the on-ground activation event for the brand H&M and we were glad to reach their expectations with a memorable show. Every element and detail was superbly coordinated and managed by every member of the Percept team to deliver a fantastic show.”