EuBEA 2011 First Place – Surprise Catwalk
A fashion catwalk was installed at a central subway exit in the most central place in Oslo, and the subway passengers used as models. Normal people were unexpectedly taken by big surprise, being featured on the Fretex catwalk, and presented in that way next years collections. Along the runway and the red carpet used as platform, there were also wellknown fashion stylists, journalist and models from Oslo Fashion Week being the expert audience, and a well known DJ taking care of the music in a way that matched the different models.
Results: The event created a lot of publicity in the media. The largest tabloid newspaper VG made a three minute long documentary as a head Tv-story and VG Tv Moved it to the editorial fashion content later. More than 300.000 exposures for the film the first week. Spread to blogs. The Surprise Catwalk raised awareness of the brand and the shop’s need for donated clothes, as well as signed up fans on the Fretex Fashion Facebook page (more than 8000 Facebook fans).
You can see the video of the event by clicking on this link.