Vavi Promo, Case study DRESS UP by !Attention Media

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DRESS UP

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Industry Clothing
Media Promo & PR, Case study
Market Czech Republic
Agency !Attention Media
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: VAVI
Product/Service: DESIGNER SHIRTS
Date of First Appearance: Oct 25 2010
Entrant Company: !ATTENTION! MEDIA, Prague, CZECH REPUBLIC
Entry URL: http://www.youtube.com/watch?v=FjGwB95aZ9c&feature=player_embedded
Creative director: David Brada (!Attention! Media)
Graphic designer: Martin Svoboda (FunkFu.net)
Desiner: Iveta Sotolova (VAVI)
Desiner: Matej Hajek (VAVI)
Desiner: Tereza Ledvinova (VAVI)
Media placement: Statues-adaptations of exterior locations - Prague center - 25.10.2010

Insights, Strategy & the Idea
Introduce Vavi brand to general public with almost no communication budget.
Get across the message that Vavi can design tailor-made shirts for everyone.
Generate maximum free publicity.

Creative Execution
Guerrilla activity with absolutely no public permission - dressing up famous Czech statues in Prague centre.
Five statues were dressed up in the same day with tailor-made Vavi shirts.
Shirt labels navigated the audience to other statues and mainly to a special microsite.

Results and Effectiveness
For an investment of just 2,000 EUR, the campaign generated free PR value worth more than 40,000 EUR in just a few days.


PLEASE VIEW THE ENCLOSED VIDEO