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Brief Published: 4 Apr 2012

Interactive Shopping Video


Danish online retailer Only has launched an interactive fashion film allowing viewers to directly shop the clothes by clicking on the movie, as well as participate in the narrative of the story.

Stocking the likes of Vero Moda, Selected Femme and Vila alongside the store’s own-brand label, Only is a youth-driven, affordable retailer, and the five-minute long video showcases its carefree brand of young womenswear.

Entitled The Liberation, the film tells the story of a group of rebellious teenage girls living life to the full in a sleepy suburban town. The video is fully interactive, pausing when clicked to show full details of the clothes worn, as well as allowing customers to instantly download music tracks played. In addition to shopping, the film allows for further interaction with the actual story, with ‘Drag Me’ and ‘Click Me’ icons popping up on screen so that viewers are not just included, but vital to the film’s plot.

Watch the film here and try out the interactive features by clicking on the picture at any moment of the film.

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