A short introduction of Superette: Suprette is a retail shop in New Zealand started by two ambitious young friends- James Rigden and Rickie Dee. Bored of their behind-the-desk, 'nine to five' job, they set out on a world trip when they were 19 years old, collecting all the things they loved and intending on selling it over a creative space. On a shoestring budget they made it to as far as Australia before they returned home with more than enough stock. Within six months the Suprette concept was established and has gone from strength to strength selling inspiring fashion wear and accessories.
The marketing idea: Suprette wanted to raise awareness of their sale of short shorts among the trendy and thus consulted DDB Auckland. Consequentially, DDB came up with this-
The ads were placed on the thighs that are exposed in this latest trend(short shorts), by putting indented plates across the inner city and fashion district bus stops, mall seats and park benches, so that when people sat down the message was imprinted on the under of their thighs. This meant that as well as having branded seats, a veritable army of free media was created for Superette, with thousands of imprints being created and lasting up to an hour. Plus, by the nature of where the ads were placed, only the hippest young cats were seen advocating the brand.
I have never seen marketing like this before. Usually, when i get a stretch- imprint after lazying about i don't pay much attention to it. DDB manipulated something of such insignificance into a real boffo.
Instead of using fancy Photoshop to create a print ad or a TV commercial- they branded a bench that turns you into a walking advertisement if you are wearing short shorts.
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