MCM: London Bus On Tour
JUSTSO were approached by global luxury goods brand MCM in the early months of 2012 with a brief to develop a Pop up Shop concept to introduce MCM to the UK. With such a busy year in London it was the perfect time to promote the brand on this scale, we planned to go live around the time of the 2012 Olympics so that both UK and international markets could be hit.The idea of the iconic classic London route master bus being transformed into a boutique was conceived and developed by JUSTSO and the MCM team.
The scheme entailed rebranding the outside of the bus with the print of the MCM heritage bags, gutting and implementing a new high end interior shopfit on the lower deck and a lounge area on the upper deck. Ipads, Digital Photo Frames and Plasma screens were incorporated into the bus enabling customers to interact with the brand and see a wide range of products on offer. A bar was installed on the upper deck so that champagne and soft drinks could be served to visitors on the bus including various VIPS and Celebrities.
JUSTSO managed this project from initial concept through to implimentation and realisation. We provided staff for on board the bus that were fully trained and kitted out in MCM uniform. One of the main aspects of the MCM tour was arranging logistics of the bus, where it was going and when it was going to be there. The client wanted to ensure all the best London locations were visited including Canary Wharf, Oxford Street, New Bond Street, Covent Garden and Knightsbridge. Events to accompany the presece of the bus were key to gaining press coverage and making MCM known to the UK. Wellington Arch hosted the main press launch and the bus parked up outside Vougue house to invite the staff on board! Various celebrities were spotted partying aboard the MCM bus including various olympic stars, Kerry Ellis, Katherine Kingsley, Estelle and the cast of singing in the rain.
The result of the MCM on tour campaign was a definite increase in Brand Awareness and sales. MCM have a store on Sloane Street and have now opened a department in Harrods.