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How do you engage partners all over the world to take onboard a new Converse concession with a 200 page playbook when English is a second language for most partners? You break the rules, embrace digital and put yourself in the shoes of the customer.

Sometimes a project comes along where you can instantly see another way of doing things. This was one of them. The TYC team spotted a chance to break all the rules ever set by all major global brands and give Converse the upper hand by putting the power onto the shop floor.

The TYC interiors team designed the new concessions by understanding key trends in retail and the need to respond quickly to the change in markets. They became the Masters of Modularity. The graphics team then designed an editorial playbook to capture the story of the concession and how to set it up. Next, our digital team created a gamechanger – an AR app that allowed the partner to design their concessions in real-time, on the shop floor…within 5 minutes. TUsing backend algorithms, users could work with components that they had inputted in order to quickly create concessions right before their very eyes! It saved Converse weeks in design and sign-off time and has been embraced fully all markets.

This push in innovation then led to TYC revolutionising the way Converse executed global campaigns in-store. Instead of the print out guidelines that get loaded with the campaigns and posted in tubes, we created virtual worlds. These worlds not only gave the retailers guidance on where to put the campaigns but how to merchandise and how to execute across all formats and regions. This led to a huge uplift in the consistency of campaign execution and presentation in store.