The idea is simple: if you get to the shop in just your underwear, you can get out of it almost dressed, since desigual will give you two pieces of clothes of your choice!
Everything's here: buzz marketing (from the blogs to the spanish news, everybody talked about it); event marketing (it's almost a flash mob); viral marketing (everything was cleverly recorded and spread in the internet...also by the very same participants!).
The only problem is probably the not-so-low cost of the campaign, but the costs have been probably already been covered just by the increased visits to the shops made possible by the word of mouth of the dozens that participated!
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