A concept: Revival, the past is in fashion again.

An innovative, newsworthy system: AN AUCTION. To bid you must obtain “retros” by consuming the product in bars/hotels/restaurants.More than just an incentive: 130 Exclusive prizes to bid for. Designed to transmit brand values: (e.g. Le Corbusier chaise longue (1925)/Lambretta (1960))A promotion based online and a multi-channel launch:- On-product advertising- POS Material- Guerrilla marketing offline: free postcards in bars/ stickers at universities/posters around the city- Guerrilla marketing online - SMS- Events- Publicity

20% increase in sales in promotional period34,432 registrations in 2 months