Tool: Event Sampling
Desigual makes its Living on a clothesline
Spanish heat in Rue Montorgueil when it’s time to go back to school. For the launch of their "Home" collection, the atypical brand DESIGUAL has called on the Urban Act agency for a colourful guerrilla marketing operation. In September, Desigual releases its new line "Desigual Living", its first collection of household linen for the bathroom, bedroom or kitchen with original and colourful patterns.
The operation takes place in Rue Montorgeuil, trendy main thoroughfare of the capital, an always animated pedestrian street, ideal to stir up the curiosity of the public and make the event. On this occasion, the Urban Act agency set up a guerrilla marketing campaign consisting of offering linen hanging on clotheslines which are in turn hung on urban media. This campaign recalls the visual environment of the Spanish cities very often marked by linen hanging on building windows. In addition, hostesses invited the public to unhook products from clotheslines and supplied them with a Desigual bag.
This alternative tool combining visibility and interactivity have brought Desigual a little closer to its consumers by creating an original point of visibility for the enjoyment of passers-by.