WHAT TO WEAR by Pages BBDO Santo Domingo for La Sirena

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WHAT TO WEAR

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Industry Clothing, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Creative Director Dilia Luna
Designer Alvaro De Oleo
Released October 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: LA SIRENA DEPARTMENT STORES
Product/Service: FASHION & CLOTHING
Agency: PAGÉS BBDO
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PAGÉS BBDO, Santo Domingo, DOMINICAN REPUBLIC
Vice President General Creative Director: Rodolfo Borrell (Pages BBDO)
Creative Director: Dilia Luna (Pages BBDO)
Copy: Claudia Rodríguez (Pages BBDO)
Designer: Alvaro de Oleo (Pages BBDO)
Account Director: Sandra Cividanes (Pages BBDO)
Account Executive: Jenny Mella (Pages BBDO)
Director Interactive: Michael Baron (Pages BBDO)
Web Designer: Abel Levasseur (Pages BBDO)
Web Designer: Paul Jimmenez (Pages BBDO)
Media Director: Belkis De La Cruz (OMD Dominicana)
Media placement: Mobil Phone & MSN - Mobile Phone - 01/10/2009

Results and Effectiveness
The collection had record sales and parts were sold out in only 2 weeks. At the end of the year, a buying preference survey put La Sirena at 46% among all retailers. With our action, we were able to bring the traditional retails to an untraditional group, proving that fashion is not only fashionable, but also something to play with.

Creative Execution
We created a fun, interactive application to penetrate young people's worlds. A banner was placed in the mobile version of the most well-known newspaper site, on the page that talked about the weekly and daily activities. It asked “What could you wear?”. When clicked on, the banner took them to the application, which could be downloaded via Internet or Bluetooth. Upon entering, the person could choose a man or a woman model to dress and could combine the clothes while seeing the price of each item or the total for the combined outfit. The clothes adjusted to the weekly activities that appeared on the newspaper site. For example, if it was a beach party, the clothes adapted to that specific occasion. Our application was also placed in MSN, penetrating the world of our target even more and turning their mobile phones and computers into a virtual dressing room.

Insights, Strategy & the Idea
La Sirena department store wanted to launch their new clothing collection using inserts, while attracting a younger audience. Currently, young people are always connected to the Internet through their mobile phones. They hardly ever read newspaper or use traditional media. We knew we had to engage them in their own world and come up with something fun and entertaining that would help them identify with La Sirena, while still communicating the new offers. We decided to bring the weekly inserts into the virtual world turning their mobile phones and computers into a virtual dressing room.