Hyper-aware

Replay were preparing to launch innovative Hyperfree denim at Selfridge’s. How could we generate maximum buzz for the newest member of ‘The Flexibles’ jeans family?

We hosted a glittering international launch event at The Old Selfridges Hotel. Over 650 guests included celebrities, media and industry insiders, with Replay’s ambassadors in starring roles. Footballer Neymar Jr. met with fans on the Selfridges menswear floor, and supermodel Alessandra Ambrosio was interviewed for features in Vogue, Glamour, Grazia, and ES Magazine.

Results

  • Our activity secured 14 next-day entertainment stories in print and online media, and 15 fashion features on the Hyperfree product
  • Alessandra Ambrosio was interviewed for Vogue, Glamour, Grazia, and ES Magazine
  • Fans queued for three hours to meet their hero Neymar Jr. in Selfridges’ Replay concession