Toppics is the pioneer product that represents Lammy Group (LG) brand evolution in Hong Kong, transforming it from a traditional United Kingdom’s fashion company to an innovative brand attracting new-generation consumers.

Based on the creative concept that “TOPICS unlocks the beauty in life”, LG helped Toppics recreate the popular logo in the mystery boxes found in digital environments in the physical world and launched pop-up online store in the web.

The first pop-up was located at Paneorder dot com – the homepage of FPL Paneorder. LG used the shirt logo to bridge the flash fiction with a physical retail experience. In a nationwide first for a fashion brand, consumers were able to get the mystery boxes with exclusive giveaways in the pop-up online store while reading and experiencing The Union Ball through your computer screen.

Through the use of new experiential technology, Toppics was able to successfully appeal to a younger demographic and the campaign generated some T-shirt orderings, some of which visited our pop-up stall physically who had received a mystery box. The online promotion of the experience in Paneorder was a success story and a wonderful campaign. 

Lammy Group Limited

20-Mar-2024