A concept presentation for an IP for Fastrack

1. Fastrack IP
A Concept Presentation By Phase 1

2. The Objective To popularize the brand Fastrack and make it
aspirational for the youth

3. The Concept
To create a property that
resonates with the brand identity
!
To create a trend that spreads
like wildfire

4. The Idea #Fetish

5. What Is #Fetish?
We will connect with design schools across India like NID, Shrishti, NIFT
etc. The students of these schools need to pick one or two product from
the fastrack gamut and design a look. The look could be a garment or an
ensemble

6. What’s In It For
Me?
A huge cash prize and an opportunity to be the fashion
designer for the one fetish ad of fastrack

7. What Next? The contest percolates from the colleges to an online contest
that drives walk ins

8. How?
We will set up a #fetish backdrop. People can walk into the store
and take pictures by creating an on the spot ensemble of fastrack.
They need to then upload the images on their facebook/instagram
and get maximum number of likes to win a chance to model/
design for the next fastrack ad

9. Quality Control There will be a special award for a staff pick image/ensemble
for the mass contest.

10. Chirp About It
On twitter:
The most catchy tweet with the
#fastrackfetish wins a cash prize

11. Results
The fashion / art colleges that are typically ignored save for their
contests get to part of the larger picture
!
The contest caters to a larger audience and gives them a chance to
interact with the product as well as connect with at a whole other level

12. Results
It drives walk ins to the store
!
It creates a trend that identifies with both fastrack and fashion
!
It makes the brand aspirational to the youth as it is then
associated with the fashion industry

13. The Mobile Van
A Concept

19. Feedback