Indiantelevision.com Team

(20 September 2007 8:00 pm)

MUMBAI: OgilvyOne Worldwide India has won a Bronze at the Asian Brand Effectiveness Award for 'Most Effective Use of Sales Promotion and Point of Purchase' for Sisley, the club-wear brand from Benetton.

Sisley aimed to reinforce its positioning and get customers to relate to and engage with the brand by showcasing the new spring summer collection in Delhi, India.

Compared to other Western brands, recognition and
recall of Sisley among Indian consumers was low.

Instead of conventional media, Sisley reached out to the Indian woman in the privacy of the changing room.

The 'Rip It Off' poster was an innovative invitation which tempted women to dare and bare, and to 'Rip It Off'. This provocative poster, when torn off the wall, contained an invitation to visit Sisley stores.

Over a period of three days, more than 180 posters were removed, with 78 per cent returning on the fourth day to purchase the new collection.

Not only did sales exceed expectations by 28 per cent, the campaign reinforced Sisley's positioning and edge through creative use of POS.