To promote Daffy’s winter collection and reclaim their deep-discount territory, we combined two favorite pastimes – movies and shopping. These live in-theatre performances were staged throughout opening week, turning New York’s largest movie theatre, The Ziegfeld, into a contemporary interactive experience, fusing on-screen imagery with front-of-screen performances to blur the lines between live event, cinema ad and online film. A living embodiment of that essential Daffy’s brand promise – More Bang. Less Buck.

To illustrate the essential Daffy’s promise – great clothing at a bargain, we offered the holiday season movie-goers a contemporary interactive performance for the price of a movie ticket. And we did so while finding a unique way to showcase our entire winter collection.To maximise the campaign, we combined pre-filmed content with a live performance along with genuine audience reactions to create an online film, a 30" traditional cinema spot, as well as a handful of teaser films to support the campaign. Running in parallel to an instore promotion, our campaign not only engaged consumers with an immersive experience, we also strategically bought cinema ads in the locations nearest Daffy’s locations to ensure relevant consumer reach.

Brand awareness significantly increased, including a NY Times feature story, 3 minute ABC7 News segment, and on-air WPIX Channel 11 kick-off; totaling 90MM impressions. In addition, we had 3,864 entries and 10,000 votes, resulting in 375 hours of time consumers spent engaged with the brand. Website traffic increased 257% (from 700 visits to 2500) time on site increasing 218%. Daffy's was experiencing their worst sales in over three years during the June through August time period. With increased awareness and relevancy, we were able to reverse the negative trend and return sales to even levels, with certain stores experiencing increases.