Experiential activations agency Living Masks tasked Moving Tactics, South Africa’s leading digital signage solutions company, with the job of providing a solution that would attract shoppers’ attention and encourage participation and interaction.

According to The Foschini Group, there also had to be a way that mall-goers could quickly and easily share the interactive digital activation experience via social media.

The concept, developed by Living Masks' Zelia Michaels Shangase, saw Moving Tactics’ digital impact division design and manufacture a custom-made mirror that would give women the opportunity to see their reflection on a specially treated glass panel that was concealing a 55-inch touchscreen.

"Combing the two elements in a custom-made housing, together with a DSLR camera and a wide-angle GoPro camera, we were able to create an experience for the ladies where they could see a full-length image of themselves in the mirror as well as a scaled-down version in the digital display," says Andy Higginbotham, creative director at Moving Tactics Digital Impact.

"We used software designed and developed by the Moving Tactics Digital Impact team so that shoppers could take photos of themselves and then share them via various social media platforms," Higginbotham adds.

"The GoPro camera was used to record photographic stills in the time lapse function so that the entire campaign could be viewed in a high-speed replay," adds Higginbotham.

Shangase says, "Working on this campaign with Foschini has been an extremely fulfilling experience. The activation brought to life an amazing concept, but more so a message, that all women should have affirmed daily, which is 'I am perfect'."

"The interactive mirror that Moving Tactics developed was central to the interactive digital activation combining two winning elements: selfies and social media. What it truly did though was allow women to see themselves as they truly are, in all their splendor, and share that with the world [via Facebook]." 

The Foschini Group says the '#IAmAllWoman#IAmPerfect' Foschini campaign, which was inspired by the power and perfection of women, proved to be a success and a great way to honour the women in South Africa.

For more information, visit www.tfg.co.za. You can also follow The Foschini Group on Facebook