Princesse tam.tamPyjama Party

REQUEST

Organise an experiential fashion and fun party with activities and live concerts to:

• Recruit fans
• Generate media impact (TV, blogs, FB, Twitter) and buzz, nationally and internationally
• Build the brand’s reputation in the pyjama market drawing on influencer support

IDEA

The Princesse tam.tam Boarding School and the Boarders’ Rebellion, brought to life by professionals playing the headmaster and unruly boarders.

DEVICE

• Facebook application to win invitations + post Headmaster’s personalized rules participant’s wall.

• Pyjama March: girls dressed in pyjamas walked through the Marais demanding the return of the pyjama to create traffic at the new boutique (Francs Bourgeois Street) and promote the Pyjama Party.

• Private concert instead of music theory lessons by Inna Modja before Anja took to the stage. Dance battles, bluff poker lessons, video interviews, crazy photo shoots and more.

RESULT

400 girls in pyjamas: VIPS, bloggers, journalists, fashion professionals and winners