It was decided to generate awareness with a funny, original story. Knowing the main competitors would bring a very similar parka to the market during the same time period it was decided to promote the parkas “special feature” (the removable hood) rather than to promote it with standard fashion advertising. The funny little story of a good-humored young man in high holiday spirits stripping for his girlfriend leaving his hood on was developed. Based on the experience of former campaigns TV was decided to be the best medium.

Client is very pleased with the clearance sale sell-off of 80% - 97% of the merchandise (above branch avarage). An increased amount of positive customer feedback (POS, Customer Hotline, E-Mails) after launch of the TV campaign was recorded. The charming idea and the elaborate execution of the movie not only increased the sell-off figures but had a big positive impact on customers' perception of Charles Vögele's fashion, price and quality.