Development to implementation:The concept was based on the insight that all women want to be one size smaller.

Using this insight we conceptualised an innovative in-store Women’s Day promotion.

The challenge was to make a nation of women one size smaller in one day. We achieved this by replacing the size labels on the ladies jeans with one size smaller labels.

Ladies would find their usual size too big and would try on a smaller size. To their delight it would fit. The concept was implemented exclusively through in-store elements including: size labels on jeans, posters, shelf-talkers and mirror decals.

Describe the successWindow posters encouraged more ladies into the store.

Staff experienced positive interactions with customers and were kept busy by ladies who were delighted to find that they fitted into a pair of jeans one size smaller than usual.

Sales increased, compared to the same time period the previous year.

The client was delighted with this cost effective promotion and the increase in revenue generated.