Daffy's Promo, Case study FITTING DANCE by Johannes Leonardo, SCREENVISION

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Industry Retail, Distribution & Rental companies, Apparel & Accessories Stores
Media Promo & PR, Case study
Market United States
Agency Johannes Leonardo
Account Supervisor Matt Ahumada
Released October 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: DAFFY'S
Date of First Appearance: Oct 23 2009 12:00AM
Entrant Company: JOHANNES LEONARDO, New York, USA
Founder & Co-Chief Executive Officer: Johannes Leonardo (Johannes Leonardo)
Agency Producer: Matthew Mattingly (Johannes Leonardo)
Account Supervisor: Matt Ahumada (Johannes Leonardo)
Directors: AB/CD/CD (Paranoid US)
Executive Producer: Claude Letessier/Cathleen O'Conor (Paranoid US)
Account Director: Jamie Fasano (Kinetic)
Account Director: Christine Martino (Screenvision)
Media placement: Cinema Commercial/Live Event - Screenvision Cinemas - 23 October 2009

Results and Effectiveness
Garnering over 10MM impressions, the Fitting Dance brought new levels of brand exposure and awareness during the course of the campaign. In addition, earned media played a significant role with, NYTimes.com running a feature story as well as approximately 20 blogs covering the innovative marketing campaign. For December, Daffy’s sales were up 4.3% with an increase across all divisions (women’s, men, kids, home). Traffic was also up 2.7% versus the same time period last year. And coupon redemption rate was 10%, with average transaction up 2x ($98 vs. 42).

Creative Execution
To illustrate the essential Daffy’s promise – great clothing at a bargain, we offered the holiday season movie-goers a contemporary interactive performance for the price of a movie ticket. And we did so while finding a unique way to showcase our entire winter collection. To maximise the campaign, we combined pre-filmed content with a live performance along with genuine audience reactions to create an online film, a 30" traditional cinema spot, as well as a handful of teaser films to support the campaign. Running in parallel to an instore promotion, our campaign not only engaged consumers with an immersive experience, we also strategically bought cinema ads in the locations nearest Daffy’s locations to ensure relevant consumer reach.

Insights, Strategy & the Idea
For the Holiday 2009 season, we faced a complex challenge - promote Daffy’s winter collection and reclaim their deep-discount territory at the same time. So we combined two favourite pastimes, movies and shopping, to offer a contemporary interactive performance for the price of a movie ticket. At the prestigious Ziegfeld Theatre in midtown Manhattan, and within walking distance to two Daffy’s stores, we staged multiple live in-theatre performances throughout the opening weeks of a major film debut, turning New York’s largest movie theatre into a contemporary interactive experience. By fusing on-screen imagery with front-of-screen performances, we blurred the lines between live event, cinema ad and online film. All in all a living embodiment of that essential Daffy’s brand promise – More Bang. Less Buck.