Challenge: Previously, elegante had only been present in specialised trade – brand awareness with the target group was therefore correspondingly low. So how do you raise awareness for your brand on a tight budget?
Our idea: We looked for a high-visibility event to do so: for the 50th anniversary of John Lennon’s and Yoko Ono’s legendary ‘bed-in’, took some artistic licence with the story and retold it via social media and on selected big screens. It could be seen that the two were lying under sheets from elegante. So was that their real reason for not getting out of bed?