THE TOPSHOP PLAYLAND
To act as a both a creative and delivery partner for Topshop's new in-store take-over concept, The Topshop Playland. The brief was simple, to engage with millennials and generation Z in a way that they understand...digital! The store take-over had to give the nostalgic feeling of being at an arcade/funfair whilst providing the excited feeling of seeing fireworks as a child.
WHAT WE DELIVERED
Topshop was keen to have an arcade gaming theme in their flagship store windows on Oxford Street. We quickly developed this by turning the whole window into a giant arcade grabber. The initial concept was to utilise an iPad as a mechanism for consumer control of the claw. Our team evolved this further, conceptualising the worlds first Twitter-powered claw!
Alongside our window takeover we created a number of in-store activations including: Topman King of The Hammer game, a Zoltar machine which told your fashion fortune, a Playland token operated coin pusher machine that dispensed make-up, a bespoke Pacman game & more.
Our in-house creative producers provided full end-to-end event management to bring the campaign to life.
Event attendees - 65K +
Event Stop & Watch - 200K +
Twitter Impressions - 20M +
Press - Event Magazine, Marketing Week, The Independent, Harpers Bazaar, The Huffington Post
Award - UK Social Media Award Innovation
Playland design & Creative treatment overseen by designer, Rachel Thomas & Family LTD
"Thank-you to all of the CreateLondon team, we are really happy with everything!"
Gemma Wells Topshop
"This surpasses the hugely successful live window activation we did with Kate Moss, it is the best activation we have done to date"
"The best live use of Twitter we have seen!"