EPHEMERAL SHOWS… TO CATCH PEOPLE ATTENTION
Context and objectives
For the come-back of the Banana Republic brand (from Gap group) in France, the goal was to celebrate the launch of the new flagship on the Champs Elysees in an original way and generating buzz.
The Buzznative communication agency created and produced the event in the Paris’ streets: three days of ephemeral shows with men and women models using New York yellow cabs to go to each main spot (Bastille, Opéra, Champs Elysées, République…).
Creation of static and dynamic captures of the event.
Increased visibility in the street with 12 visited places (15 000 branded bags distributed to passers-by on the Champs Elysees, Opera, Bastille…) and on the web with video and pictures displayed on the brand’s social networks, on the web and with journalists and fashion influencers.
Direct traffic generation into the flagship.