Results and Effectiveness

We hit the two places young people looked for fashion inspiration – other young people, and the blogs. Thousands of sites picked up on the piece literally overnight - the store owner was even awoken the next morning by a call from a newspaper in the United States wanting the story. The message got out, and short shorts sold out.

Creative Execution

We came up with an ambient solution – indented plates were placed on park bench and bus shelter seats to sell our product, using the trendy young things themselves as media space. When people sat down, our message ‘Short Shorts at Superette’ was indented on their thighs, exposed by the latest trend of wearing short shorts. Not only did this create an army of free media locally for us, it also gained the massive amount of traction on the blogs we were seeking.

Insights, Strategy and the Idea

Our client Superette came to us with a problem. Towards the end of their summer sale, they still had a large surplus of product. And just to make things interesting, they had a very limited budget, and the target audience of high income 21 – 35yr olds didn’t look to mainstream media for their fashion cues. Instead, they were more likely to look at each other, and online blogs. Most challengingly, it wasn’t local blogs they were browsing; instead they were using largely international sites. We needed something that would draw attention to our summer range, something that was interesting enough to get onto these high-end fashion blogs.