Calvin Klein were launching the first ever stand alone watch and jewellery boutique in the world at South Molton Street London and wanted to use guerrilla marketing to raise awareness of the store launch and drive store traffic.
To create a CK couple to represent the brand and interact with the public. A London based search began to find the right CK couple who has the look, the personality and the ability to act out on the street. A brand new Ford Fiat was being given away as the ultimate prize. Over 15 days the CK couple would drive around in the vehicle, hang out at the new store and go “shopping” for people to invite into the store.
5,000 flyers were given out to selected audiences with a 12% uptake. Over 150,000 people saw the car, interacted with the couple and received flyers about the store launch. The winner was a man from Nottingham who was presented with his prize at the official party on the 27th June.