On March 17th H&M launched their first seasonal collection of the year with their Spring Fashion range. The thinking behind this collection was to relax, breath and stretch out after the winter months, trying to promote a feeling of freedom moving in to spring.

The objective of the campaign was to make H&M the key high street destination in a cluttered and competitive market and to drive awareness of the Spring collection. Three display units were used to highlight key pieces within the range:

·         An expandable gallery leaderboard was used to allow users to scroll through numerous different items within the collection that were on sale in stores.

·        An overlay was produced to allow consumers to zoom in on specific items to view them in more detail.

·        Lastly, a standard skyscraper was used to simply allow consumers to view as many of the pieces as possible and in a more full length format.

In order to communicate H&M’s objectives, online advertising was used as a key medium to compliment other above the line media (Press and OOH).