RENNER PREVIEW WINTER 2010 by Super Producoes E Ideias for Renner

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RENNER PREVIEW WINTER 2010

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR
Market Brazil
Agency Super Producoes E Ideias
Creative Director Marco Stiepcich
Art Director Luciane Mônaco
Copywriter Maria Ribeiro
Released January 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: RENNER
Product/Service: DEPARTMENT STORE
Agency: SUPER PRODUÇÕES E IDEIAS
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: SUPER PRODUÇÕES E IDEIAS, São Paulo, BRAZIL
Partner: Gustavo Aguiar (Super Producoes E Ideias)
Account Director: Cláudio Loureiro Nunes (Super Producoes E Ideias)
Account Executive: Bruna Manzano (Super Producoes E Ideias)
Planning Director: Alessandra Pinho (Super Producoes E Ideias)
Production Director: Marielci Mazzio (Super Producoes E Ideias)
Production: Domingos Donini (Super Producoes E Ideias)
Art Director: Luciane Mônaco (Super Producoes E Ideias)
Creative Director: Marco Stiepcich (Super Producoes E Ideias)
Copywriter: Maria Ribeiro (Super Producoes E Ideias)
Insight Planner: Leon Malatesta (Super Producoes E Ideias)
Media placement: Urban Site - Urban Site - 1 Feb 2010

Describe the objective of the promotion.
The objective of the event was to promote the pre-launch of Renner's Fall/Winter 2010 collection to specialised press and market analysts, showcasing its alignment with international fashion trends in the Brazilian market through an inspiration by the metropolis of London and of rock’n’roll music.

Describe how the promotion developed from concept to implementation
The collection's inspiration was the city of London's daring and strength, as well as a rock'n'roll sensuality, revealed to the public through an immersive experience: the materialisation of the metropolis in the middle of São Paulo. An extensive reference research was done and transmitted through a rich scenography that depicted every sensation of modern London as well as the city's characteristic rocker spirit, involving the presentation of the pieces from the next collection. King’s Cross train station interior was reproduced as well as details such as graffiti walls, lamp posts, phone booths, benches, stone streets and a tea house.

Describe the success of the promotion with both client and consumer including some quantifiable results
• Participation of 280 guests • Presence of chief fashion editorships in Brazil • A guarantee, through feedback from the invited professionals, that pieces from the collection will take part in the most important Brazilian Fall/Winter 2010 fashion editorials, putting Renner ahead of the market.

Explain why the method of promotion was most relevant to the product or service
The realisation of the pre-launch event permitted that the select group of guests (already valued for the exclusive opportunity) was involved by the concept and the inspiration of the collection in a unique experience. This way, besides presenting the content of the collection in a unusual and impacting way, the brand contributed to the construction of its relationship with the public, which is essential for a healthy contact with press and market analysts.