Stockholm Open 2015
How can we communicate H&M’s new tennis collection during Stockholm Open in a fun and inspiring way? What makes the people go and check out the H&M stand, and further on – spread the collection on social media? The brief was to design, produce and execute a stand for H&M’s Tomas Berdych collection at Stockholm Open.
Looking to the challenges, we understood that in order to launch the new collection in a successful way, we had to create a stand that differentiated itself from the others and placed H&M as an attractive tennis wear brand both off and on court.
With a target audience consisting of guys between 15 and 25 years old, we understood that their behaviors, interests and needs would together with the edgy tennis wear collection lay the foundation for the concept and communication strategy.
Deeply connected to the insights, our solution was an interactive pop-up show where H&M could invite the visitors to engage in the new collection in an unexpected and playful way. The design of the collection was transferred to the interior communicating a Miami Vice in the 80’s feeling. With dim lights and neon colored details, we could create a separate arena allowing the guests to take part in a serve competition, use a custom made hashtag printer and order the collection online.
The hashtag #HMTennis reached over 30 000 users on Instagram during the tournament. And yes, Tomas Berdych did win the competition. In case you wondered.