A recent teaser campaign by Quantum PR had unexpected results.
Twenty UK fashion editors were sent forms to fill in for jean sizes as
part of a profile-raising UK campaign for Mustang Jeans - which I’ve
never heard of but am reliably told is a leading jeans brand in
Germany.
Several editors, who are apparently hard to get hold of in the fashion
business unless offered a lunch at Harvey Nicks, replied sharply.
Perhaps they were lured by the offer of a free pair of jeans or tempted
by the description of the garment’s ’sanded and hand brushed creases in
the crotch area.’ However, the plans of the PR firm were partly
scuppered when a number of the forms were intercepted by eagle-eyed and
cash-strapped juniors who snapped up the offer of a free pair of jeans
before their editors could get their hands on them. Quantum PR
consultant Jo McConnell commented: ’The whole slogan is ’To know them is
to wear them’, so we had to send the pairs of jeans out.’
It will be interesting to see how much press coverage Quantum’s tactics
generate.
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