2014 Winners & Shortlists

The Brief

Give our loyal customers an exclusive opportunity to witness the launch of legendary shoe designer, Gianvito Rossi’s new collection first at Harvey Nichols.

Describe how the promotion developed from concept to implementation

Attendance rates had been low in the past events, so we needed to get them excited about the shoe artisan’s arrival and RSVP to the event. Our projected response rate was set at 40% of our invitees to attend the launch event.

Describe the success of the promotion with both client and consumer including some quantifiable results

The response rate was phenomenal with 100% of the recipients immediately RSVP-ing to the event. On the day of the event, shoe fans purchased the latest heels before they hit the shop floor. Guests even brought their invites with them for an autograph.

Explain why the method of promotion was most relevant to the product or service

Legendary Shoe Designer, Gianvito Rossi is one of the few designers to continue to handcraft his heels. We took this insight and created a fun, interactive way to communicate to our target audience. Miniature Rossi shoeboxes were sent to a 100 VIPs, giving them a sneak peek into his new collection. All they needed to do was follow the simple instructions and transform our exceptionally printed invite (inspired by Rossi’s new designs) into a beautifully handcrafted origami heel to reveal one of the many designs they could witness at the launch event.