TEN YEARS ANNIVERSARY
Cheap Monday X 10
We have been assigned from Cheap Monday to develop a digital campaign to celebrate their ten years anniversary. We were given 10.000 pairs of jeans to gift to Cheap Monday's most loyal fans, so we developed "The 10 minute pop-up, world's shortest pop-up store ever".
While doing research on Cheap Monday's fan base online behaviour, we spotted a trend: many fans frequently ask the brand to open stores in several locations worldwide. As a thank you, we decided to open 10 pop-up stores, in 10 locations for 10 minutes only, giving away free pairs of jeans as a guerrilla installations.
Users were asked to vote on a campaign website for their city, and after two weeks a pop-up store would open in each one of the top 10 cities.
Each user were asked to then spread their vote, recruiting more voters with the messaging: "Cheap Monday, open a store in my city!", generating organic impressions.
The campaign quickly spread across social media and online magazines, being featured in some of the most influential fashion blogs as Vogue Italy, Cosmopolitan, BON Magazine, Rodeo and many more.
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