Created by Omnicom Media Group’s agencies OMD UK and Fuse Sport & Entertainment, as well as urban artists Greyworld, the installation is a recreation of Pont des Arts bridge in Paris where lovers famously attach a padlock to the railings.
Love Story allows the public to replicate the experience by taking a selfie and writing a personalised message onto a digital padlock through an interactive screen located on Debenhams’ windows. The padlocks are then added to the virtual bridge in real time and amplified on social media.
The activation is available to experience until 19 January. Consumers who share a photo of their padlock via Instagram or Twitter using the hashtag #DebsLoveStory are entered into a prize draw to a win a romantic trip to Paris. The campaign can also be accessed digitally through the Debenhams Love Story website.
Eleanor Bares, marketing manager at Chloé’s brand owner, Coty UK, said: "Two key trends within the fragrance category are fragrance personalisation and novel retail experiences. By creating a digital Pont des Arts we have been able to provide both of these experiences to our consumer; the personalisation of a selfie, message on the padlock and the novel retail experience on Oxford Street.
"The use of experiential marketing has enabled us to connect consumers with the inspiration behind the launch of Love Story by engaging them with interactive touch screens in Debenhams Oxford Street, while capturing them in a retail environment."
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