Salsa Jeans were relatively new to the UK. Although the range was extremely unique and available to purchase at Selfridges, Oxford Street, awareness of the product was low, and compared to Spain and Portugal where it is one of the number one selling jeans, it was not reaching the same targets.
adaptas™ created a live brand marketing experience which incorporated actors wearing Salsa Jeans, in a range scenarios (acting, singing, dancing) throughout the floors, and departments of Selfridges, Oxford Street. Scenarios took the form of a number of eye-catching and amusing situations where friends and couples are searching for and finding the Salsa Brand of Jeans.
This live brand marketing experience over one weekend (Thursday to Friday), doubled Salsa Jeans normal weekly turnover! The Salsa Jeans marketing staff were extremely impressed by the dedication and all the work and effort that the adaptas™ team put into the project from start to finish, in learning about the brand and embracing the promotion.
“The pro-activity and involvement of the performers exceeded expectations. Feedback was positive regarding the acting, the material used (scenes and songs) and also the “passion” they had with the brand. It made a lot of difference in the promotional implementation of the campaign. I believe Celine’s understanding of the project + product + brand and the direction made the difference.”