FASHION ATTACK by Pages BBDO Santo Domingo for La Sirena

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FASHION ATTACK

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Industry Apparel & Accessories Stores, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Director Giancarlos Beras
Creative Director Dilia Luna, Rodolfo Borrell
Art Director Alvaro De Oleo, Naysa Dume, Dulce Ceballos, Freddy Montero
Photographer Luis Miguel Pena
Released March 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: LA SIRENA
Product/Service: FASHION DEPARTMENT
Agency: PAGÉS BBDO
Vice President/Chief Creative Officer: Rodolfo Borrell (Pages BBDO)
Creative Director: Dilia Luna (Pages BBDO)
Copy Writer: Lissette Guzman (Pages BBDO)
Art Director: Alvaro De Oleo (Pages BBDO)
Art Director: Dulce Ceballos (Pages BBDO)
Art Director: Naysa Dume (Pages BBDO)
Account Director: Jenny Mella (Pages BBDO)
Account Executive: Pamela Santana (Pages BBDO)
Media Director: Belkis De La Cruz (OMD Dominicana)
Production: Elisa Lopez (Pages BBDO)
Marketing Director: Ana Maria Ramos (La Sirena)
Media Director: Yady Mejia (OMD Dominicana)
Brand Manager: Gabriela Castillo (La Sirena)
Art Director: Freddy Montero (Pages BBDO)
Creative Director: Rodolfo Borrell (Pages BBDO)
Vice President of Accounts: Sandra Cividanes (Pages BBDO)
Director: Giancarlos Beras (Time Code)
Photographer: Luis Pena (Luis Pena)
Web Master: Michael Baron (Pages BBDO)
Web Designer: Abel Levasseur (Pages BBDO)
Media placement: TV Interviews - Color Vision (Dominican Channel)/ Tv Show: Sigue La Noche Fashion Week - 17 Octuber 2011
Media placement: Poster - Posters In Bus Stops, Metro, Pedestrian Streets, Universities, Etc - 17 Octuber 2011
Media placement: Web Viral Videos - Face Book, Youtube, Twitter, Vimeo And Blogs - 1 Feb. 2012
Media placement: TV Live Action (Cansandra Awards) - Telemicro ( The Casandra Red Carpet) - 14 March 2012

Summary of the Campaign
La Sirena wanted to re-launch their fashion department. Being a store with no high-end brands it wasn't considered a fashion option. We wanted to change this perception by showing we had fashionable clothes at low prices.

For this we created a series of tactical PR actions that would expose our clothes in the most relevant moments of the Dominican fashion world, through special events, celebrities, viral and guerilla.

During Fashion Week2011 we negotiated with the TV shows that covered the event and the designers that would be interviewed by them. Before each show, we matched every question and answer with clothing from our stores. Every camera cut during the interviews would show the host and the designer in a new combination that matched the subject being discussed. On-screen overlays described the clothes.

At the Casandra Awards, during the red carpet we did a live action with the lead presenter. As she discussed the trends, we had her dressed in a white gown and projected our clothes on her dress, while on screen interactive overlays described them.

Virally, we partnered with influential trendsetters, creating videos of them dancing and wearing our clothes, using the mirror effect, so every time they disappeared and appeared they had a new outfit.

We also engaged people to try on our clothes with a life-sized direct response poster that worked like a big napkin dispenser. People passing by could tear off the outfit and instantly try them on to see how they looked.

The Situation
La Sirena is the retail leader in Dominican Republic, but for years the only section slacking was their fashion dept. Due to the fact that they didn't carry high-end brands people did not consider them a fashion option. We wanted to change this perception by showing you could get fashionable clothes at low prices. We saw an opportunity in relevant events as well as, influential celebrities that are involved in the Dominican fashion world, to introduce and expose our clothes in a surprising way, through special events, celebrities, viral marketing and guerilla.

The Goal
Our principal goal was to change people perception about la Sirena fashion dept. Our audience were young women that are fashion conscious, who look for the latest trends but don’t have money to always spend in high in brands.

We wanted to attract these clients to the store and demonstrate to them that they could get the latest trends of the season without the cost of the high-end brands, and with that increase the fashion dept. buying preference.

The Strategy
We first did a calendar of every important event that was relevant to the Dominican fashion world, so that we have a direct influence on the fashion consumers that are always seeking the latest trends.

Instead of promoting our clothes trough traditional catalogues we created a series of tactical PR actions, exposing our clothes in the most relevant moments and in the most influential people of the Dominican fashion world, through special events, celebrities, viral marketing and guerilla. Planning was very important before every action started. All the ideas were planned in a way people could believe and see the potential of our clothes.

We also wanted the people to have the power to create their own combinations; for this we created an app and a website where people could create different combinations and see their price.

Execution
- Fashion Week 2011:
We negotiated with the TV-shows that covered the event and the designers that would be interviewed. Every camera cut during the interviews showed the host and the designer in a new combination from our store that matched the subject being discussed.

- Casandra Awards:
During the red carpet we did a live action with the lead presenter. As she discussed the trends, we had her dressed in a white gown and projected our clothes on her dress.

- Viral:
Partnered with popular trendsetters, creating videos of them dancing and wearing our clothes.

We engaged people to try on our clothes with a life size direct response poster that worked like a big napkin dispenser. People passing by could tear off the outfit and try them on to see how they looked.

All the action directed to a website where you could find new combination and see there cost.

Documented Results
The actions became trending topic gaining free press in TV, magazines, newspapers and social media. More than 1,300,000 impressions increasing the TOM of the Department.

268,538 unique visits.

769,550 clothes combinations seen.

The brands social network had a 620% increase.


The fashion department increased 53% in buying preference.

The Fashion Week TV interview got a 5 points rating. and the Cansandra awards red carpet reached a 19.53 points rating.

The clothes featured in these 2 events sold out in less than a week.

More than 3,000 people uploaded their photos wearing the poster cutouts.

All in a 5 months period.