Cannes Lions

DEPARTMENT STORE

SHACKLETON AD, Madrid / PYRENEES / 2008

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Overview

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Credits

Overview

Description

Andorra is a small country between Spain and France that attracts many tourists. It’s great for shopping for beauty products, fashion and technology because these products are tax exempt. This is why there is a wide range of businesses. Among them, the Great Pyrénées department store, located in central Andorra. This business offers an array of fashion products, electronic goods, sports items, homeware, food and services.Sales in the fashion department had decreased significantly in this store. That’s why Pyrénées needed an idea to capture the female public attention and to reactive their sales.

Execution

An alternative campaign in 11 Andorra hotels.Reception: The tourist received a city map with only one point highlighted: Pyrénées, the only place in Andorra that you need to know to go shopping.Bathrooms: A message written in red on the mirror read: "No more perfumes!" Over the sink, you could find a card inviting you to surprise your wife with something more original, with a great discount.Closet: A piece of fabric was hanging from a hanger and it read: “space reserved for your new suit for sore eyes”. On the reverse, it offered a discount of 10% on fashion items.

Outcome

Although it was the first time that Pyrénées was experimenting with non conventional means, the results of this action were spectacular.In a month, from a total of 20,516 tourists that stayed at the Andorran hotels, 25% made at least one purchase in Pyrénées.

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