
Agency	Red Pepper
Creative head	Danil Golovanov
Author of idea	Danil Golovanov
Product	Sale promotion
Description	Le Coq Sportif is one of the leading brands in Russian sports retail market. However, there is a problem that female collections are constantly sold worse than male, because most of women associate it with professional sport. At the same time, Le Coq Sportif is not only sports wear, but also a street fashion brand, which has bright and attractive outfit for every day. And this is one of the strong benefits of the brand, by the way. The task to attract ladies’ attention to shops was also completed by the fact that usual promotion mechanics are not effective anymore. Outdoor and signboards do not attract anybody’s attention and POSM-materials are being considered as garbage. We had to find an outstanding solution that will combine the original idea, attractive advertising tool and message that will motivate audience to come to the shop and buy outfit. So we developed the unique promo T-shirts with discount coupon on the breast and a message “Cut and get discount”. The number of discount depended on the value of purchase. T-shirts were given with any purchase during a month before start of the campaign. They were also given as gifts to city trendsetters and model agencies, which representatives did not hesitate to wear T-shirts on the street and even to the parties. So brand’s target audience became living advertising tool, and we got the most beautiful models as promoters for free. SO beautiful, that it was absolutely impossible for a second part of target audience – male one – not to stare at the brand message printed on the breast of every T-shirt. Finally, the owner of a T-shirt had to make a choice: to cut a coupon and shop with discount OR leave a stylish T-shirt at his wardrobe. Some people even managed to do both. Results: 87% of leftover items sold during sale period. Number of female clients doubled. The total sales level increased for 29% The original pseudo-Tshirts became one of the most remarkable trands of season, and Le Coq Sportif received free publications for more than $100000
Team members	Nikita Harisov, Creative Director Irina Korotich, Art Director Ivan Sosnin, Copywriter Evgeny Harchenko, Video production

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