Closet S.0.S
Forever 21
Issue 32 | September 2014
Agency
Ogilvy & Mather Costa Rica
Creative Team
General Creative Director Jesu´s Revuelta Copywriter Fernando Hidalgo Designer Leyre Dura´n General Account and Integration Director Nuria Andre´s
Production Team
Account Director and Events Production Andrea Rojas Strategic Planning Director A´lvaro Mele´ndez Planner Ana Villalta Project Manager Andrea Oreamuno
Date
May 2014
Background
Forever 21 was a fashion brand in Costa Rice looking to differentiate itself from its competitors by understanding girls better, what they liked and what they didn't.
A research survey revealed that the one things girls hated more than anything was going to an event and seeing all the heads turn – not because they look awesome but because another girls is already there, wearing the same outfit.
Idea
If the insight was that girls can be most distressed when they see someone else wearing the same clothes, the solution then was to make sure Forever 21 could be at hand to make the situation better.
Closet S.O.S. was born, an emergency service that offered to rescue women from embarrassment and dismay. If a girl rang the hotline, a truck with racks of Forever 21 clothes came to their aid.
Closet S.O.S. was offered as a free service to the first 100 girls to turn up to the opening of the new Forever 21 flagship store in San Jose.
Results
8,000 people came to the store on its opening day. The demo of the service on YouTube was the most-watched Forever 21 video in the world in 2014 despite the fact that it came from one of the smallest countries in which the brand operated.
Our Thoughts
This is a competition, even if it doesn’t look like it at first glance. How do you get as many people as possible to turn up to your store opening? I’m not sure women object to seeing someone else in the same outfit as violently as the submission suggests – after all, it’s someone as tasteful and as smart as you - but the idea of having a truckload of clothes available to you personally, now that is motivating. So motivating that 8,000 turned up at the store hoping to win one of the 100 magic phone numbers.