Great guerrilla at Amsterdam Fashion Week

Zeeman, a famous cheap clothing retailer from Holland, wanted to prove that looking good doesn’t have to be expensive. They chose the Amsterdam International Fashion Week as their ultimate stage to tell their story. The guerrilla stunt worked.

To be able to enter the AIFW without suspicion, Zeeman set up a fake brand called Frank, and spread the word about this ‘new, refreshing and wearable fashion’. In secret, just 7 people knew about the upcoming stunt. The expectations on Frank were high, and on Saturday afternoon (July 16th), the place was packed with press and fashionista’s. At the end of the show, this audience fell in amaze when suddenly all screens turned into the well known Zeeman logo.

The result was a unique media explosion: tv, newspapers, radio and especially online, the guerilla was talk of the day. Seeing the cheapest clothing chain enter the internationally acclaimed Amsterdam Fashion Week apparently made the whole nation smile.

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