MARISA STOREFRONTS by Fischer+Fala!, Todas As Outras Independente for Marisa Stores

Adsarchive » Promo » Marisa Stores » MARISA STOREFRONTS

MARISA STOREFRONTS

Pin to Collection
Add a note
Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Promo & PR
Market Brazil
Agency Fischer+Fala!
Creative Director Augusto Moya
Art Director Mauricio Perussi, Jimmy Duarte, Guilherme Moreira Lopes
Copywriter Ricardo Polinésio
Agency Todas As Outras Independente
Released May 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MARISA STORES
Product/Service: LINGERIE
Agency: FISCHER FALA
Agency: TODAS AS OUTRAS INDEPENDENTE
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)
Vice President Creative: Pedro Capeletti (Fischer+Fala)
Creative Director: Augusto Moya (Fischer+Fala)
Art Director: Jimmy Duarte (Fischer+Fala)
Art Director: Mauricio Perussi (Fischer+Fala)
Art Director: Guilherme Moreira (Fischer+Fala)
Copywriter: Ricardo Polinesio (Fischer+Fala)
Chief Communications 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

Describe the objective of the promotion.
Marisa has been in Brazil for over sixty years. It’s the largest fashion chain, with 280 branches and a virtual store.

In 2010, the marketing objective was to launch a new concept-store focused on lingerie, which traditionally is already associated with women.

The media challenge was to develop an impact action on its stores prior to opening, but respecting Clean City law that forbids outdoor advertising in Sao Paulo.

As some Marisa stores would have to be closed in order to reopen as Marisa Lingerie, due to its location and great traffic of people, why not turn them into media themselves?

Describe how the promotion developed from concept to implementation.
We used the protection panels that surrounded the premises during refurbishment for a strategic, unusual action, that was fun and memorable.

The storefronts were covered in pink 38 square metre by 2.30 square metre fences (brand identity colour), with a hole in the center 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.

Explain why the method of promotion was most relevant to the product or service.
It was different from a traditional mass media action to use, in a creative and simple way, the material already available for the opening: the storefronts and large construction hoardings, the high flow of people walking around stores sites as well as the surprise factor, breaking people's routines and engaging the brand in a fun and memorable way. Evidence of such successful action was the fast media coverage for what could have been just a local action.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.

What could have been just a local opening action reflected and reverberated through the Internet and social networking, as well as word-of-mouth.

The strength of this action lies in its simplicity and engagement, added to media amplification contributed to set up a new era for Marisa brand as well as Marisa Lingerie.