H&M

The challenge

To create excitement about the arrival of the new H&M store in Camden. Plus pre-empt any bad feeling the high street chain might taint the traditionally cool and independent reputation of Camden market and the surrounding area.

The solution

To make H&M part of Camden's cool, urban identity by getting listeners to design a Camden themed T-shirt to be sold in H&M stores.

Listeners could only enter the competition online on xfm.co.uk. Designs were submitted to an Xfm email address and the best  designs showcased in an picture gallery on the Xfm website.

Users were even more responsive once they could check out the competition and the chance to get your design in the xfm gallery became an added bonus.

The result

Strong user engagement and aboost in page impressions - much more than the advertorial would have on its own.

And a happy client!