This was a project with two aims. Firstly the new EC1 Chino range needed promoting, and secondly we wanted to get the right customer to visit the new concept stores in London, to raise brand awareness within the target audience.
As Ben sherman is based in Clerkenwell, London, which is where the EC1 got its name ( from the area postcode ), we decided to send a pair of chinos in a brown paper lunch-style bag, to creatives and opinion-formers in the area. There was no catch, simply an invite to one of our London stores to be able to exchange the chinos for a more suitable size, colour or fit, if the ones we sent were not correct.
We stamped the bags manually, and wrote the recipient’s name on the bag. The card inside the package contained the Call To Action and an incentive to shop further.