DeVito/Verdi's "Undressing Room" Event for Daffy's Gets Cloaked in Honors

NEW YORK, March 31, 2011 /PRNewswire/ -- New York advertising agency DeVito/Verdi has been awarded the "Outstanding Integrated Ad Campaign" at this year's 2011 Internet Advertising Competition Awards, it was announced today.  The award was for the agency's interactive promotion for the clothing retailer Daffy's during last fall's Fashion's Night Out celebration.

The titillating promotion, called "The Daffy's Undressing Room", was held at the retailer's Herald Square location in New York, where live models stood in the store's street-level windows and put on – and took off – clothing before a pleased public throughout the night.

See the event here: http://www.youtube.com/watch?v=beDbDk1d47o

"This was a great example of how entertainment can be used to drive traffic for an off-price retailer," said Tyler DeAngelo, integrated creative director for DeVito/Verdi.  "Typically you hammer home a value message to get people in the door, but here, we saw the opportunity to use entertainment. This strategy literally paid off by attracting thousands to stand before the store window.  It also helped that they were treated to a unique fashion show where the disrobing was as much a part of the show as the clothing; and no one was required to bring a wad of singles."

Throughout the evening, passers-by were encouraged to text in their requests for which outfit a specific model should wear.  Every few minutes, the live models would disrobe before the crowd and put on another outfit from the Daffy's fall collection.  In total, more than 1,500 text messages were received between 6:00 p.m. and 9:30 p.m.

In addition to making a request for a change of outfit, many incoming text messages included comments to the models.  The ongoing dialogue between the models and those texting was posted on a giant flat screen TV placed in the window for all to read.

The interactive promotion was held September 10, 2010, as part of the national celebration Fashion's Night Out, the annual event orchestrated by the fashion industry and clothing retailers to encourage after-hours shopping by hosting parties, events and attractions at store locations.

The event kicked-off the agency's "Afford to Clothe Yourself" integrated campaign for Daffy's that incorporated traditional outdoor advertising with various interactive elements.

The Internet Advertising Competition (IAC) Awards are produced by The Web Marketing Association to honor excellence in online advertising, and to showcase the best in award-winning Internet advertising.

The campaign was also honored earlier this year by the ad industry's prestigious The One Club, which awarded it a Merit Certificate in recognition of branded work that excelled in 2010.

The "Undressing Room" was also recognized by the FWA as its "Mobile Ad of the Day" award back in January.  FWA showcases projects that use cutting-edge technology, together with inspirational ideas that "lead the way for future generations."

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry.  Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as The National Association of Broadcasters, Sony, Canon, Kohl's, BMW, Daffy's, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, Mount Sinai Medical Center, Duane Reade Drug Stores, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Legal Sea Foods, Massachusetts General Hospital, Appleton Rums, Dressbarn, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority, For Eyes Optical and others.  For more information on DeVito/Verdi, visit www.devitoverdi.com.

SOURCE DeVito/Verdi