the CHALLENGE: After taking Europe by storm, Desigual needed to expand their presence into the US. The first and most influential city they hit was NYC. Desigual collaborated with us at Laundry Service on a campaign to create awareness and simultaneously promote an original in-store event…
the UNDIE PARTY: an event in which the first 100 people to arrive at a Desigual store in their underwear receive a free outfit worth up to $100. To promote it, we shot a video in the heart of Soho that featured a group of 30 “undie” boys and girls racing 15 busy blocks toward the new Desigual store. The thousands of onlookers were encouraged to take photos and post them online, helping create buzz and awareness about the video, event and brand.
the RESULTS: We were able to create major buzz around the grand opening of Desigual’s first NYC store. We distributed the video via targeted Influencers, and it quickly received 100,000+ views on YouTube. The shoot was written up on the front page of the Daily News, and featured Gothamist and other top blogs, total 5M impressions in one week. And the Undie Party event was a huge success, with several hundred people arriving in the middle of the night in their underwear before the store opened the next day. The Undie Party was extended by two additional days in NYC to accommodate the fervent demand.