In what I see as one of the best guerrilla marketing attempts of the year, famous (yet very cheap) clothing retailer Zeeman implemented a savvy plan to infiltrate and advertise within the Amsterdam Fashion Week. Understanding the likelihood of admittance under their established brand was minimal, a fake brand was necessary.
FRANK was the fiction-based identity created by Zeeman to enter the AIFW. It would showcase clothes from Zeeman, but brand the show as a FRANK production. At the closure of the show, everyone was slapped with a huge, and very yellow, Zeeman logo. While some stood shocked that one of the cheapest clothing retailers in Holland had just put on such a show, many just smiled at the creative genius behind an act like this. Moments later the world lit up with the news and Zeeman got exactly what they wanted.
Brilliance.
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