Diesel: Kneej

June 24, 2011Filed under Direct Marketing and Fashion, Clothing, Footwear

Task at hand was to come up with an in-store promotion idea to run along the 'Sex sells Unfortunately we sell jeans' campaign to help increase sales. So we created the Knee.J, a spoof sex toy of sorts to be given away to all customers that ran a bill above $ 150. One day from running posters and e-mailers, the stores saw an instant increase in walk-ins. Customers were all eager to get their hands on the Knee.J. What was meant to be a one-store activity got enough publicity to manufacture more pieces and take them across all stores. The sales picked up by 40% and customers were spotted kneeling for more.

Advertising Agency:Happy, Bangalore, India
Creative Director:Praveen Das, Kartik Iyer
Art Director:Praveen Das
Copywriter:Sanaa Abdussamad
Designer:Praveen Das
Studio Head:Rama Krishna
Account Manager:Ravi Bhat
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