Converse UK Merchandising

Distort Hero Items

Initiative Background -Latest offer of Converse’s 3 artists 1 song concept -3 artists - Gorillaz / James Murphy (LCD Soundsystem) / Andre song - “Do ya thing” -Linked to product through 4 unique Chuck Taylor All Stars -Featuring artwork from Gorillaz’s own Jamie Hewlett Implementation -Fashion Sport Better accounts -Sold as pack, all accounts must take all 4 offered shoes -Window and POS imagery available to all who bought into the pack -Specific KA windows and campaign support -Interactive windows in Schuh (KA) -QR codes, Windows and Instore, linking to KA websites taking consumer straight thru to product page for purchase Awareness -Gorillaz ‘leaking’/’seeding’ track and product collaboration -Windows and POS installed, product launched at retail -Gorillaz Soundsystem event at Converse Sponsored 100 Club in London (first playing of “Do ya thing”) – 15 th February -Track launched – 22 nd February -Video launched – 29 th February

Windows

Instore – Key Accounts

Instore – Independents

Online

Event On the night, we even had a pop up shop at The 100 Club… …Plenty of interest… …And impulse purchases, as well as impulse wearing!

Results – Week 1 -Press Hits – 201 -Facebook ‘likes’ – 51,514 -Twitter Impressions – 18,575,531 -YouTube – 27,467 views (making of video) -KA – 5% sell-thru in first 4 days -INDIES – 19% sell thru in first 4 days -INDIES – One account recorded 33% sell thru

Gorillaz Distort Hero Items PRODUCT SHOT