Research proved that our target market, 18-26 year-old women, are on the go, social, connected and always on their mobiles. Modern technology had allowed them to share their ideas and be more creative than ever. Warehouse was not on their radar and needed a new approach to engage a new generation of women. The brief required us to launch their latest fashion collection and a new 90-min delivery service. So how does a fashion brand talk to modern women who are always on the move?

The creative execution tapped into how modern women are behaving, reaching them where they were… online, on the go and on their mobiles.

First we engaged our audience, bringing out their inner stylist, allowing them to be creative and share the results across different social platforms.

But it wasn’t just the opportunity to style a film that made the idea unique.

We used mobile technology to distribute it. The films weren’t just a showcase of the new collection, they became a live demonstration of the new delivery service, proving Warehouse wasn’t just on the high street, it was everywhere.

With a fraction of the budget of other fashion brands, we needed customers to drive the campaign.

We began online, inviting girls to style a film using our new collection - generating an army of stylists, sharing, blogging and liking.

The best outfits were brought to life in a fun 9-part movie, about a girl living in the city.

The 9 films were then delivered to mobiles live on release day (one every 90mins) revealing the winners and dramatising the new 90min delivery service. Girls saw how the service could work for them, just like the girl in the film.

On a small budget, we engaged an army of over 2,500 stylists. We generated huge reach of 20m social and PR impressions. And the 90min delivery service saw a 320% increase during and after the campaign. STYLE ME IF YOU CAN was a first for mobile, reinventing Warehouse as the brand for the modern girl on the go and put an ageing fashion brand back on the map.