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| Alternative media | |
the stall and her undies Draped around her ankles no less, and she talking Mar 10, 2009
It's just that it was done in a stall of a women's restroom and involved a tape recorder playing one side of a fictitious phone conversation that appeared to be coming from a woman who was inside the stall who was actually a mannequin, unseen but for her legs and the underwear draped around her ankles. Nothing funny about that. Indeed, it all makes sense when you realize the aim of the campaign was to generate buzz about the underwear, which is the creation of the art director of the agency that came up with the campaign, Santy in Phoenix. The underwear, which features funky graphic designs, is the creation of Chris Cavalieri through a company he owns on the side, Cava Couture. Cavalieri and copywriter Jamie Dos Santos cooked up the campaign, which ran in test late last year, and they did it on the super cheap, essentially the cost of a tape recorder at Staples. The voice on the recording was that of a woman at the agency. They're deciding whether to do it again. “People thought it was funny, and some people actually figured it out,” says Dos Santos. “We wanted to just throw it out there and see what people’s reactions would be.” Here’s how it worked: The duo drove to an area mall and found a women's restroom. They then sent in a female staffer to set things up. She placed the mannequin in a stall, carefully draping the designer underwear around her ankles. She then installed tape recorder and set it to play a looped recording. So when unsuspecting women came into the restroom they heard the voice of woman coming from the stall, and looking over at it they saw the legs and undies. Now here's a snippet of what they heard: “So I got this new underwear. It’s Cava Couture. I showed them to Jenny and she thought they were the coolest thing ever. It’s so comfortable I walk around my house in them.” The one-way conversation was set to run for 15 minutes and then repeat. The kicker came when the women who happened upon the scene looked at the mirror as they washed their hands. Stuck to the glass was this message: "Find out what the gossip is all about.” There was a graphic of a Cava Couture design and the CavaCouture.com web address. The campaign ran about an hour, not very long, but long enough to drive some traffic to the CavaCouture.com.
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