Marisa Stores Promo, Case study HAVE A LOOK INSIDE! by Fischer+Fala!

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings , Apparel & Accessories Stores
Media Promo & PR, Case study
Market Brazil
Agency Fischer+Fala!
Creative Director Augusto Moya
Art Director Mauricio Perussi, Jimmy Duarte
Copywriter Ricardo Polinésio, Guilherme Moreira Lopes
Released May 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Product/Service: LINGERIE
Date of First Appearance: May 1 2010
Entrant Company: FISCHER FALA, São Paulo, BRAZIL
Vice President Media: Adrian Ferguson (Fischer+Fala)
Media Director: Rosana Martins (Fischer+Fala)
Media Manager: Silvia Cabral (Fischer+Fala)
Vice President Creative: Flavio Casarotti (Fischer+Fala)
Creative Director: Augusto Moya (Fischer+Fala)
Art Director: Jimmy Duarte (Fischer+Fala)
Art Director: Mauricio Perussi (Fischer+Fala)
Copywriter: Guilherme Moreira (Fischer+Fala)
Copywriter: Ricardo Polinesio (Fischer+Fala)
Chief Creative Officer: Allan Barros (Fischer+Fala)
Account Director: Lais Carvalho (Fischer+Fala)
Account Director: Gleize Marcondes (Fischer+Fala)
Account Manager: Robson Silveira (Fischer+Fala)
Planning Director: Talita Zampieri (Fischer+Fala)
Media placement: OOH - Storefronts - 1 May 2010

Insights, Strategy & the Idea
MARISA is the largest fashion department stores chain, with 280 branches and a virtual store that is around Brazilian market for over sixty years.

The marketing goal in 2010 was to launch a new concept store fully focused in lingerie, because this traditionally is the main attribute associated to the brand by female consumers.

The Media challenge was to develop an action of impact on its stores preparing for the opening, but respecting the Clean City law that forbids outdoor advertising in São Paulo.

As some traditional MARISA stores would have to be closed in order to reopen as MARISA LINGERIE, we came across the big idea. Strategically use protection panels that surrounded the premises during refurbishment to an unprecedented move at the same time, simple, fun and memorable, and moreover, within the law.

Creative Execution
The storefronts were covered in pink 38 sq m. by 2.30sq meter fences, (brand identity colour), with a hole in the centre and a message: "Peek here and find out that MARISA is preparing for you." Through the hole a video with women dressed in lingerie renovating the store could be watched. A week before the opening, apart from the video a countdown on the siding, showed the time left to open doors.

Results and Effectiveness
This action was done in a heavy traffic sidewalk, it is estimated that more than 300 people a day interacted with it for about one or two minutes.

The video reached over 80,000 views on the Internet in less than four days. Spontaneous media spread rapidly on blogs and major portals, newspapers and magazines sites, resulting in more than 80 news mentions at the week of action release.

The strength of this action lies in its simplicity and engagement, which fast impact and reverberation contributed to set up a new moment for MARISA brand as well as MARISA Lingerie.