To engage the consumer, Smart Set chose to interact with the ELLE readers over a 9 month period. The readers were not only invited to participate in the “magazine reality show” but also to vote for their favourite candidates on the web all time while discovering a collection of versatile and stylish clothing made for women like them. Numerous promotional offers and fashion editorials were also fronted to encourage store visits.

This was the largest commercial endorsement ever by ELLE. It included a first time visibility on the front cover for contest. All in all, over 100,000 votes were counted and increased traffic was witnessed in stores.