For the London Fashion Week show, official sponsors Maybelline wanted to make a huge impact.
eBay launched a campaign in which they wanted to demonstrate to consumers the unbelievable range and variety of products they carried. They wanted something that would catch consumer’s eyes and engage them in a fun and creative way. With a hashtag of #SingItShopIt, the idea behind the campaign was that for anything you could sing about, or that was included in a song, you would be able to find a related product on eBay.
Travelling across Great Britain, to London, Cardiff and Glasgow, eBay wanted to surprise consumers in the streets and get them involved in their campaign in a way that would encourage consumers to share the brand on social media.
Enclosed within a traditional Red Phone Box, noonah provided a bespoke karaoke booth, fully branded to eBay’s campaign. With music pumping from the booth and brand ambassadors around the phone box, we wanted to capture as much attention as possible.
When a consumer approached the Phone Box, they were greeted by a brand ambassador who took their details and guided them into the booth. Once they entered the booth, the Ebay user interface asked them to record their names, and then using the microphones in the booth, they rocked out to the Darkness I believe in a Thing Called Love – licensed for the campaign.
The whole experience was recorded with Ebay intro and outro clips and content spliced into the shoppers videos so they could be shared instantly!
Consumers absolutely loved the Karaoke Phone Box – who doesn’t love a bit of cheeky karaoke? The engagement with the brand was huge, with over 500 videos recorded in the booth. Participants were also entered to win a £500 eBay voucher – and with one to be won every day consumers leapt at the chance to sing for their opportunity!
noonah has been retained to run further internal events and for Ebay Power User conference days.