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Myntra’s brand The Roadster Life Co. wanted to launch a retail store. Their challenge was how to stand out with a retail store in the sea of sameness. The brand’s agency on record Brave New World Communications launched Heart of the Highway – the world’s first-ever Talking Store. The store has a personified, experiential tour guide of the highway life to invite fans to see the brand in a richer light and engage new audience into the brand lifestyle.

The Talking Store, Heart of the Highway, has many attractions for everyone.They have a digital façade that creates real-time social conversations, shares personal opinions, insights and much more. There is an interactive wall and multitaction touch screens too;they talk about the secret road trips to be taken by the roadster and what all it takes to create a roadster merchandise. The store can not only take you on a trip to future travels in real-time with augmented reality but can also take you on an action-packed ride in virtual reality across four different terrains. Additionally, it creates a spellbound online shopping experience in an offline store with virtual shopping bags.

The marketing collaterals of the campaign were across all the platforms from on-ground  activations, in-store advertising, billboards to social media takeover.

As a result, the store received 2X footfalls than competitor brands in Bangalore’s most competitive retail district, and gained a 2X jump in basket size at the Roadster store compared to the Roadster basket size on Myntra. Further, it earned 45 minutes dwell time at the Roadster store, compared to 30 minutes industry average for an offline digital experience store.

There was a significanthike of 59% first-time buyers of Roadster products at Myntra with 63% new visitors at the store, which led to 10% increase in online sales in the Roadster catchment area. The campaign saw 70% revenue spike in high-value apparel categories with 16% of their 39% customers who visited Myntra making a purchase on the online platform.

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at tejal@bestmediainfo.com