H&M dominate with APN Outdoor in Melbourne


H&M, the world famous Swedish fashion powerhouse, opened its Australian flagship in Melbourne last week, dominating over 5000m2 of the Iconic GPO building on the city’s Bourke Street Mall.

The hotly anticipated opening was accompanied by an impressive, large scale APN Outdoor campaign using their iconic digital and static large format sites as well as two completely wrapped trams throughout the city, building hype in the lead up to opening and driving traffic in store once open. The execution was made even more eye catching by a complete creative change midway through the campaign where the initial female focussed advertising, featuring brand ambassador Miranda Kerr, was switched to equally head turning David Beckham, appealing to the cities fashion conscious men and women alike. H&M dominated the iconic Young and Jackson digital billboard (pictured below) being the sole advertiser throughout the lead up week and integrating a countdown timer to anticipate the opening. The campaign will continue to run across multiple formats across the city as the store welcomes thousands of keen shoppers in its opening days. 

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