Cheap Monday X 10
Cheap Monday X10 – Ten minute pop-up, is an experiential campaign and digital activation we created to celebrate Cheap Monday ten year anniversary. Ten pop-up stores opened for ten minutes only, in a secret location and simultaneously in ten cities around the world. We created a concept that engaged directly with our core target group, and gifted them with a free pair of jeans for their loyalty.
10 cities, 10 pop-ups. 10.000 free pairs of jeans to celebrate Cheap Monday's 10th anniversary.
We launched a campaign site two weeks prior the activation, where users could vote for their city, and amplified it through Cheap Monday's own channels. We then proceeded to open a pop-up in each one of the top ten most voted cities, announcing it the day prior the activation.
Hong Kong, Seoul, Amsterdam, Stockholm, Paris, London, Berlin, Antwerp, Madrid, Copenhagen.
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.
Year — 2013
Concept — Luca Deasti
Client — Cheap Monday