Instead of promoting our fall collection through traditional shoppers, we created an interactive direct response outdoor that engaged people to try on our clothes. We hired a stylist to hand pick 30 different combinations from our stores, which were photographed, printed on a life size scale paper cutout, and then placed on posters that worked like big napkin dispensers. The 30 posters were placed on strategic selected walls like pedestrian avenues, bus shelters and metro stations and Fashion Week DR 2011. People could tear off the outfits and instantly try them on to see how they looked. On the back of each cutout people could find a QR code that directed them to a game where they could create dozens of new looks and see their cost. We used social Networks to promote the location of the different combinations.

30 different outfits were printed for the posters. That were placed in 30 different locations.More than 3,000 people uploaded their photos wearing the cutouts, generating word of mouth through press, TV and social media.

The items featured in the combinations sold out in less than a week, a record high for the fashion department.By the end of 2011 La Sirena's fashion dept. increased a 53% in buying preference compare to other top retail stores in the country.During fashion week La Sirena became the most talked about brand.