FASHION FOR LESS by Pages BBDO Santo Domingo for La Sirena

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FASHION FOR LESS

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Film
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Director Giancarlos Bera
Creative Director Dilia Luna, Rodolfo Borrell
Art Director Alvaro De Oleo, Naysa Dume, Dulce Ceballos
Copywriter Lissette Guzman
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Branded Content & Sponsorship Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser: LA SIRENA
Product/Service: FASHION DEPARTMENT
Agency: PAGÉS BBDO Santo Domingo, DOMINICAN REPUBLIC
Advertiser LA SIRENA
Product FASHION DEPARTMENT
Entrant PAGÉS BBDO Santo Domingo, DOMINICAN REPUBLIC
Type of Entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Title: FASHION FOR LESS
Advertiser/Client: LA SIRENA
Product/Service: FASHION DEPARTMENT
Entrant Company: PAGÉS BBDO Santo Domingo, DOMINICAN REPUBLIC
DM/Advertising Agency: PAGÉS BBDO Santo Domingo, DOMINICAN REPUBLIC
Media Agency: OMD DOMINICANA Santo Domingo, DOMINICAN REPUBLIC

Vice President/Chief Creative Officer: Rodolfo Borrell (Pages BBDO)
Creative Director: Dilia Luna (Pages BBDO)
Copywriter: Lissette Guzman (Pages BBDO)
Art Director: Alvaro De Oleo (Pages BBDO)
Art Director: Dulce Ceballos (Pages BBDO)
Art Director: Naysa Dume (Pages BBDO)
Account Director: Jenny Mella (Pages BBDO)
Account Executive: Pamela Santana (Pages BBDO)
Media Director: Belkis De La Cruz (OMD Dominicana)
Production: Elisa Lopez (Pages BBDO)
Marketing Director: Ana Maria Ramos (LA Sirena)
Creative Director: Rodolfo Borrell (Pages BBDO)
Media Director: Yady Mejia (OMD Dominicana)
Vice President Country Manager: Johnny Matos (OMD Dominicana)
Vice President/Accounts: Sandra Cividanes (Pages BBDO)
Brand Manager: Gabriela Castillo (La Sirena)
Director: Giancarlos Bera (Time Code)



Results


The collection sold out in just a few days.
The action became a trending topic creating news on TV, press and social media.
The TV interviews had a 3.8% to a 4.0% of rating during the week of the event.
We demonstrated that the affordable clothes from La Sirena can be fashionable.
More than 100 outfits were picked for each show during the week.
By the end of 2011 La Sirena's fashion dept. increased a 53% in buying preference compare to other top retail stores in the country.



Creative Execution


We negotiated with the TV shows that covered Fashion Week. A day before each show, we sat down with the scriptwriters, interviewer and guest (Designers) matching the script with clothing from our store. Showing that what they were saying fashion is going to be, is what they were already wearing from our stores. Every answer, every camera cut during the interview (every 30-45 seconds) showed a new outfit that match the subject being discussed.

For example: if the conversation was about the colours of the season, every camera cut showed different colour combinations. The same happened if the topic was about animal prints, patterns or layers.

On screen interactive overlays described every piece telling price, available colour where to wear it and how to mix it with. 100 looks were picked for each show. YouTube, Facebook and Twitter helped to spread the action.




La Sirena department stores wanted to re-launch their fashion department with their new fall collection. Being a store with no high-end brands people did not consider us a fashion option. We wanted to change this perception by showing you could get fashionable clothes at low prices.

Our audience were young women that are fashion conscious, who look for the latest trends but don’t have money to always spend on high fashion brands.

Our idea was to surprise and engage the audience. Not with an ad for our clothes, but by making it part of the content of the most important fashion event and using the designers they look-up for the latest trends. We showed a captive audience in every TV interviewed with the designers more than 100 outfits that would match the designers opinions on trends of the season. Demonstrating we had fashionable clothes at an affordable prices.