Daffys Undressing Room

Daffy’s Undressing Room promotion has been recognised for Outstanding Integrated Ad Campaign at the 2011 Internet Advertising Competition Awards. The stunt, held in Herald Square in New York in September 2010, involved live models standing in the Daffy’s store street-level windows and putting on, and taking off, clothing in response to text messages from passers-by.

Daffy's Undressing Window


In total, more than 1,500 text messages were received between 6:00 p.m. and 9:30 p.m. In addition to making a request for a change of outfit, many incoming text messages included comments to the models. The ongoing dialogue between the models and those texting was posted on a giant flat screen TV placed in the window for all to read.

Click on the image below to play the video in YouTube (HD)

The interactive promotion was held September 10, 2010, as part of the national celebration Fashion’s Night Out, the annual event orchestrated by the fashion industry and clothing retailers to encourage after-hours shopping by hosting parties, events and attractions at store locations. The event kicked-off the agency’s “Afford to Clothe Yourself” integrated campaign for Daffy’s that incorporated traditional outdoor advertising with various interactive elements.

Credits

The Undressing Room campaign was developed at DeVito/Verdi, by creative directors Tyler DeAngelo and Brad Emmett, art directors Sherrod Melvin and Wayne Robins, copywriter Adam Kanzer, producer Karen Tomlin and interactive strategist Stephen Cusato.

“This was a great example of how entertainment can be used to drive traffic for an off-price retailer,” said Tyler DeAngelo, integrated creative director for DeVito/Verdi. “Typically you hammer home a value message to get people in the door, but here, we saw the opportunity to use entertainment. This strategy literally paid off by attracting thousands to stand before the store window. It also helped that they were treated to a unique fashion show where the disrobing was as much a part of the show as the clothing; and no one was required to bring a wad of singles.”

Download the Inspiration Room iPhone app free at the iTunes App Store.
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Location USA USA

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