The strip flashmob
While the dance flash mob is as dead as Cops LAC’s ratings, this twist from Melbourne today is worth an honourable mention.
Fifty or so people stripped down to their undies before changing into Fletcher Jones suits in the stunt organised by creative agency Freeform.
Tim Burrowes
It’s wonderful well done – a nice twist (and a new outfit is always a happy ending!)
And old irrelevant brand making use of an outdated passe fad
Flashmobs are the mimes of the 21st century
oh no! were they waiting for an applause at the end when they shook hands? that makes me sad. I hate to be yet another negative commentator on this – but I really really really hope i never see another flashmob, especially when done in such a budget way.
May be irrelevant but that didn’t stop the 1000+ people looking on or all television broadcast stations attending to capture stories for evening news
Fletcher Jones is a very conservative brand. I dont understand who they are now trying to market to. It makes the fletcher jones brand more trashy and cheap! Obviously that is not the message they want to protray. Besides Im sure they would have looked more comfortable in Gray Street than Spencer Street!
Any promotion that breaks the humdrum of daily commuting will be a success. People are begging to have something to talk about when they get home and even better to report the news before the news does. Positive memories = positive impressions of the brand.
I love Flashmobs. I was at Southern Cross station today but at lunchtime instead of during the morning peak. I wish I was there. It would have been a sight to behold:)
I like how Freeform employ someone they call a ‘convention buster’, and then roll out the mother of all copycat ideas.
Fletcher Jones made my school uniforms … weird to associate that with a strip mob.
So it looks like they’ve gone with a new identity, hence the change. But how many remembered what it was the brand was like before?
Not sure who they’re trying to market to. It used to be the likes of my grandfather or great uncle. It now looks like they’re aspiring to be Country Road (great aspirations?!), but come off looking somewhere much lower.
And their new website? It’s an absolute dud.
So.. great, they’re trying to change, it looks like they’re stumbling in the starting blocks to get into the 21st century.
Please, for god’s sake, stop doing flash mobs!
Lazy, outdated creative.
Is that you Guthers??
i liked it but flash mobs…. still. c’mon creatives!
That’s my fav song
It may be “old school”for those in the industry but the crowd sure looked interested, intrigued and quite taken by it. So I’m thinking it would rate as a success. At least it would make people take a second look at a Fletcher Jones store rather than walking by and consigning it to “old folk” shopping.
Unlike the Adelaide flash mob, this at least had a bit of spectacle to it, and at the end of the day thats what it’s all about.
I seriously doubt that that video will go viral at all….. but for the event onlookers it would have been at least a pleasant diversion…
would it cause in influx in suit sales for Fletcher Jones? no, i think not….
Would it have slightly altered the brand image for the company to the onlookers (because thats really the entire reach that event had) maybe a little.
As much as people are saying its an old idea that has done it piece… next time there is a flash mob that is really really good… I’m sure.. all the haters wont be hating any more.
Spectacle, Spectacle, Spectacle….. thats all you need.
I wonder if any “randoms” decided to join in!
I was thinking the same thing myself!