Editor’s note: This article was first published in January 2012. It is a news item about a specific campaign: the Madrid event, the upcoming 7 January 2012 event in Seville and the earlier editions in New York, Amsterdam and Barcelona.
The clothing brand Desigual is running a marketing campaign in which people who turn up at its stores in their underwear leave fully dressed. “Come in almost naked, leave dressed.” The condition is that you are at the store door before 9:00 a.m. (opening time) and among the first 100 to arrive.
The initiative has already reached Madrid and has been a huge success, so the brand has announced on its Facebook page the next event, on 7 January in Seville, although it will probably expand to other cities, and not only in Spain.
Watch: Video on YouTube
The campaign has already been run in New York, Amsterdam and Barcelona, where it received very positive media coverage.
This is ingenuity in times of crisis: for the cost of about 100 garments, Desigual achieves astonishing virality among consumers and social media users. Participants didn’t mind the Madrid cold or the embarrassment of standing half-naked in the street. All for the sake of refreshing their wardrobe with a little effort.
Featured image: Zarateman, CC0 1.0, via Wikimedia Commons.
