To come up with an in-store promotion idea to run along with the ‘Sex sells. Unfortunately we sell jeans’ campaign to help increase sales.

We created the Knee.J, a spoof sex toy of sorts that would be given away at the store for every customer that ran a bill above $150. The product was displayed and people were informed through posters and e-mailers.

There was an instant buzz generation through word-of-mouth and sales picked up by 40% in the first week itself. Customers were eager to lay their hands on the Knee.J. Funny pictures of customers posing with the product found its way to blogs and social networking sites. What was meant to be a one-store activity got enough publicity to manufacture more pieces and take them across all stores. Some even made it to the headquarters in Italy. Customers were left kneeling for more.