Hermes’ mobile catalogue amusing men for repeated visits
(22 Aug, 2014) As an avant-garde in digitalizing customers’ experience on-the-go, Hermes once again has demonstrated how to enrich the moments of catalogue reading beyond merely showing product shots and lifestyle photos.
Dedicated to male audience, the app “Tie Break” aims at getting them consume branded contents through providing them various fun during daily breaks.
Humourous ways to unlock a play
Each highlighted series of ties is represented by a fun play. Audience has to pull down a tie to unlock a play, which will in turn unveil a series of products.
Each highlighted series of ties is represented by a fun play. Audience has to pull down a tie to unlock a play, which will in turn unveil a series of products.
For example, a nostalgic water tank mini-game will lead you to the introduction of the tie series “Drop”.
A black-and-white video features a Chinese man singing a Chinese love song in a sensational yet pretentious way will take you to details of his bow tie “Good Evening”.
All these make viewing a catalogue and products an amusing and delightful experience, striking a strong emotional impression on audience.
Multiple forms of contents to speak its brand identity
Besides mini-game and video, other of contents include funny quote, animation, comic and story.
Besides mini-game and video, other of contents include funny quote, animation, comic and story.
The kinds of diverse meaningful interaction have transformed the usual one-off catalogue skimming behaviour into intervals of prolonged lifestyle enjoyment, blending Hermes’ fashion and attitudes into audience’s lives.
Same catalogue, different reading experience at each revisit
To keep audience coming back to the path-to-purchase, new plays for breaks are released regularly. Audience’s interests on reading the products are maintained while likelihood of making a purchase will be boosted.
To keep audience coming back to the path-to-purchase, new plays for breaks are released regularly. Audience’s interests on reading the products are maintained while likelihood of making a purchase will be boosted.
In some countries where Hermes eStore is available, making a purchase is just another one tap away on the app.
Turn your Smartphone into a real tie
For each tie, by giving it a tap, audience can turn the whole mobile screen into the tie patterns. You can enjoy mixing and matching the ties with your own shirts anywhere to express your personal styles.
For each tie, by giving it a tap, audience can turn the whole mobile screen into the tie patterns. You can enjoy mixing and matching the ties with your own shirts anywhere to express your personal styles.
By and large, “Tie break” has presented the super brand’s aggressiveness in sharpening its digital representation and mobilizing the relationship building with customers.
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