La Sirena: RED CARPET PROJECTIONS

Credits & Description:

Category: Best Use of Broadcast in a Promotional Campaign

Advertiser: LA SIRENA

Product/Service: FASHION DEPTARTMENT

Agency: PAGÉS BBDO

Vice President/Chief Creative Officer: Rodolfo Borrell (Pages BBDO)

Creative Director: Dilia Luna (Pages BBDO)

Copywriter: Lissette Guzman (Pages BBDO)

Art Director: Freddy Montero (Pages BBDO)

Art Director: Dulce Ceballos (Pages BBDO)

Account Director: Jenny Mella (Pages BBDO)

Account Executive: Pamela Santana (Pages BBDO)

Media Director: Belkis De La Cruz (OMD)

Production: Elisa Lopez (Pages Bbdo)

Marketing Director: Ana Maria Ramos (La Sirena)

Creative Director: Rodolfo Borrell (Pages Bbdo)

Media Director: Yady Mejia (OMD Dominicana)

Brand Manager: Gabriela Castillo (La Sirena)

Vice President, Accounts: Sandra Cividanes (Pages BBDO)

Photographer: Luis Pena (Luis Pena)

Media placement: TV - Telemicro, Channel 5 / Digital 15, Channel 15 - 13 March 2012



Describe the objective of the promotion.

La Sirena department stores wanted to promote their new spring collection, especially women's formal and cocktail dresses, showing their clothes were fashionable and yet affordable. Our audience was young women who are fashion conscious, who look for the latest trends but don’t have money to always spend in high-end brands.



We wanted to surprise a captive audience during one the most important fashion events in the Dominican Republic; The Casandra Awards which is the Dominican equivalent to the Emmys. The red carpet show is the highest rated TV event in the country, reaching 19.5% rating point.



Describe how the promotion developed from concept to implementation.

To promote the collection in a different way and catch the attention of the audience we did a unique negotiation with the host that covered the celebrity trend report on the red carpet. During the live show, we dressed her in a white gown as she discussed what people were wearing on the carpet and the trends for the season.



We projected with a high definition projector our complete spring collection onto her dress while on screen interactive overlays showed the price, available colours, where to wear it and what to mix it with.



Explain why the method of promotion was most relevant to the product or service.

We surprised a captive audience during the most important part of the show: the fashion report at the red carpet. We made our clothes part of one of the most important fashion event in the country, showing our whole spring collection with their prices and telling you ideas to wear the different combinations. We projected on the dress of the host more than 60 different combinations, catching the attention of the target and demonstrating that La Sirena had fashionable formal wear at affordable prices.



Describe the success of the promotion with both client and consumer including some quantifiable results.

More than 60 combinations were projected.

The action had a total of 6 minutes of airtime.

During the event the action became a trending topic.

The next day it was talked about in different media channels.

This and other actions helped La Sirena’s fashion department reach a 53% in buying preference while its social network increased 620% (In a 5 month period).