H&M is one of the world’s most recognised fashion retailers in the world, with over 3, 700 stores in 61 countries. It is currently ranked in the top 30 most valuable brands in the world and #1 in the retail category.
With their flagship store launch in the V&A Waterfront, H&M aimed to build and strengthen the retailer in an already saturated fashion market in South Africa. Brand awareness and credibility was required to build hype and ultimately drive consumers to the opening day. Tractor contributed the bulk of out of home media allowing H&M to book 40% of all billboards within Cape Town City.
H&M had a benchmark in place to see how many consumers would be queuing before the store finally opened on 17 October. This figure was surpassed by 400% proving the power of OOH as a medium to build hype and mass brand awareness in a short period of time for any company wanting to launch their brand or product.