Fossil turns to visual storytelling to launch wearables

Mission

Fossil wanted to incorporate digital signage in their storefronts, but wasn’t sure how. Increasing awareness and boosting sales of their newly released line of Q Smartwatches was the end goal, and showcasing the advanced software features in a dynamic, compelling way was how we aimed to do it.

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Challenges

Digital signage wasn’t a new proposition for Fossil. They had experimented with a traditional LCD monitors, but couldn’t update messaging from a central location – each update required mailing flash drives to each store. Also, large monitors with bezels and wires didn’t align with their store aesthetics.

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Strategy

Our strategy was to create a scalable, digital storefront solution that was eye-catching and minimally invasive. We worked alongside Fossil executives and in-house marketing and store-design teams to concept and execute a custom solution that combined static vinyl bands with projection-based dynamic watch faces.

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Results

Today, Glass-Media technology is a Fossil brand standard. We saw measurable lifts in store traffic and smartwatch sales, and positive reactions from customers and store personnel. Moving forward, all store retrofits and new builds will incorporate our digital storefront solution.