Primedia Unlimited subsidiary Fashion Media recently took shop window displays to the next level as live models strutted the latest Guess underwear range to an appreciative public.
The objective from client was to demonstrate that Guess underwear caters to men and women over the age of 20. The aim was to do this on a national basis, close to the point of purchase and in a clear and unambiguous manner
The execution took place during the high footfall times of Friday and Saturday and window shoppers were astounded when live models were ‘dressed up’ in underwear displaying the new range by brand label Guess of Busby House.
“This is the first time that we have used live models and even more hype was generated by the fact that an underwear brand was being advertised. By turning the normally static display area of Edgars shop fronts into a fashion catwalk we did the unexpected and gained maximum visibility for the Guess brand,” says Sean Reed, CEO of Fashion Media.
The campaign took place over a two week period within Edgars stores located in the busiest national shopping centres. During the week, the window display area continued to be used as a static billboard while internally, beeper sleeves rounded off the Guess communication.
“We have been exceptionally pleased with the results, reactions and comments from the campaign and consider it a huge success for Guess and Fashion Media,” Reed adds.
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