In a UK first, Hunter and Ocean Outdoor have collaborated to simultaneously live stream the AW15 Hunter Original London Fashion Week show across nine large scale digital screens from Ocean’s national network, The Grid.
These screens are all located within key high-traffic, retail environments in London, Manchester, Birmingham, Leeds, Liverpool and Glasgow. The show will also be streamed globally on the brand’s Facebook and Twitter profiles and at hunterboots.com. The simultaneous live stream will be facilitated by cross-platform digital agency, Candyspace.
On Monday 23rd February at 6pm, cameras will capture several different angles of the runway; the stream is showcased live on the full motion screens alongside brand messaging to drive the audience to hunterboots.com.
Hunter will take over the WiFi landing page throughout the campaign at each of the WiFi enabled screens nationwide, to facilitate the second screen experience and drive the consumer to Hunter’s fully mobile-responsive e-commerce site.
In the immediate days following the show, continuing the collaboration with Ocean, Hunter will take over their most impactful UK outdoor sites; aligning key looks from the AW15 show with core Hunter Original icons available to shop immediately, including the Original Poncho, Original Parka and this season’s interpretation of the Original boot. This will allow Hunter to capitalise on the heightened brand attention afforded by London Fashion Week and maximise this considerable commercial opportunity, addressing the challenge to drive sales six months before the runway collection lands in stores.
Hunter’s Creative Director, Alasdhair Willis, said: “Collaborating with Ocean on this UK first was a great fit for Hunter, recognising our shared commitment to digital innovation. The partnership allows us to evolve traditional live stream, leveraging Ocean’s impressive technical capabilities, to take the experience to a broader national audience.”
Ocean’s Head of Creative Solutions, Cat Morgan, told us “Hunter’s live feed is framed by contextual content so people in each city know that what they are seeing is live and exclusive. This collaboration is striking for its immediacy and relevance to its target audience and evidence of the power of digital out of home in the all screen environment.”
Hunter and Ocean will continue to collaborate on further events, including activity around the festival season.