This integrated campaign climaxed in a guerrilla ‘hit-and-run’ event when a fanatic troop of stilettoed women raced the high-end shopping street of Amsterdam, accompanied by a huge crowd and lots of press. The fastest shop-a-holic won 10K shopping money to spend right away in the same street. Shop till you drop! Glamour to the people. We could never have guessed that this would become such an international success.
We shot an arrow, right in the hearts of these 100 selected kids who walked this music pilgrimage all the way from London to Liverpool to the MTV Music Awards. After 10 days of blogging and twittering 1 of them was chosen to present an award live on stage. They became 'brand advocates for life', telling friends about the brand, setting up social network groups and organizing 'Sony Ericsson FanWalk reunions'.
The Dutch fashion label Turnover opened stores in several cities in the Netherlands. In order to create buzz and select brand ambassadors, we found seven women per city through local castings. These local beauties, inexperienced with modelling, portrayed by internationally famous fashion photographer Jan Welters, starred on billboards and huge swanks in their own city. Local and national coverage was huge, store traffic rose and the campaign supplied the brand an iconic look and rejuvenated brand behaviour.