Advertiser: DAFITI
Agency: VML PROPAGANDA
Category: Mobile Marketing
Advertising campaign: TRACK THE SIZE
Art Buyer: Aline Moura (Vml)
Art Director: Leonardo Brito (Y/R)
Producer: Lenilson Moura (Premium Lab)
Acount Director: Valeria Ordonhez (Vml)
Copywriter: Mariana Mancia (Y/R)
Producer: Ricardo Devecz (Vml)
Acount Manager: Rodrigou Gouveia (Vml)
Creative Director: Silmo Bonomi (Vml)
Creative Director: Nelsinho Botega (Vml)
Creative Chief: Vitor Knijnik (Vml)
Outcome
A considerable increase in the conversion rate per clicks/purchase. Approximately 5000 thousands of men accessed lingerie's section of the website.
Client Brief Or Objective
Dafiti is the biggest fashion e-commerce in Brazil. It was a former shoes online store, but now it's opened to all fashion areas. Including lingeries. Men in general get pretty ashamed buying bras to their girls. The barrier is breaking but there is one big problem: men don't know the lingerie's size. The strategy was to run an interactive ipad ad helping them to know the exactly bra's size.
Execution
The strength of the campaign was the non-traditional way to direct men to a fashion's e-commerce. The use of an interactive media to show the truth: men really have lack of experience buying lingeries. It directed more men to lingerie's section and put in their minds that Dafiti was a huge store to buy girl's gifts.
Implementation
The creative soluion was to use an interactive ipad ad to encourage every man to buy lingerie for their girlfriends. How? Using the hands. Men were guest to use the fingers to show the approximate breast size of their girlfriends. Then, they were automatically directed to Dafiti e-commerce page in their girlfriend’s exact size to buy her a special gift. It was an integrated experience among necessity, platform use and the true way for men to buy lingerie.