#GUESSOriginals Amsterdam Events

GO POP-UP STORE ACTIVATIONS AMSTERDAM

GO POP-UP STORE ACTIVATIONS In order to create awareness and to drive traffic to the newly opened GUESS Originals pop-up store in Amsterdam, several activations were arranged in conjunction to the yearly Urban Sports Week Festival (USWA), a great way to connect with a younger target group interested in urban subcultures and sports such as skateboarding, BMX, breakdancing etc.

October, 23rd : In-store event October, 24th: VIP event

STORE PICTURES

URBAN SPORTS WEEK From October, 22nd to October, 24th Amsterdam has been dominated by Urban Sports during the Urban Sports Week Amsterdam (USWA). The municipality of Amsterdam joined

forces with several urban sports communities, Topsport Amsterdam and TIG Sports. Together they expected to organize an event with urban sports like BMX, inline skating, skateboarding, free running, breaking, 3×3 basketball and futsal.

Due to Covid-19 this year the event was much smaller. The event was split into two smaller locations: House of Urban Sports at Markthall (with BMX’en, 3x3 basketball) and Skatepark Noord (with skateboarding and inline skating).

URBAN SPORTS WEEK GUESS Originals partnered with USWA in order to create some promotional activations such as; ▪ GUESS Originals Hostesses were present at the fair to promote the in-store event on October, 23rd handling out flyers and GO canvas bags ▪ Advertising billboard at Central Markt Hall ▪ Alex Midler & Ish Cepeda skate performance on October 23rd + distribution of flyers to best performers to receive carpenter pants as a gift in store.

IN-STORE EVENT Print Screen

On October, 23rd between 12 PM and 6 PM GUESS hosted an event in store in order create awareness of the GO collection and the newly opened Guess Originals pop-up. Invitations were distributed during the USWA, inside the skatecafè and in store the days before the event.

The in-store event was promoted through a sponsored social campaign on FB/IG as well as through wild posting around town and through social

Flyer

channels of the talents attending such as skaters and DJ’s.

Activations: - Alex Midler & Ish Cepeda: meet & greet 16:00 – 18:00 - DJ line-up: Chalé, Calis Nyarko, Kirou Kirou - From October 22nd until November 16th a vending machine is activated in store with gifts and goodies - Screen printing of a limited-edition graphic on canvas bags, t-shirts and carpenter pants Vending Machine

- Photographer @milangino - A canvas bag was gifted to all guests visting the in-store event

DJ Booth

CRM Direct Email Marketing: With focus on: store opening, in-store events invitations, collection release Bounce Back: 20% voucher inside the vending machine, to be redeemed in GO store from October 30th until November 16th

Gift card: 10€ Gift cards inside the vending machine

WILD POSTING

RETAIL MARKETING

In-store communications: • Flyer distributed to customers prior to the event • POP at cash desk to inform customers about the event • Window sticker to inform customers about the event

Store staff: ▪ Educate customers about the collection ▪ Inform customers about in-store activations ▪ Push Guess List subscriptions during the event

Dedicated shopping bags

FLYER & POP

WINDOW STICKER

DIGITAL CAMPAIGNS Geotagged drive-to-store digital campaign with street directions: ▪

To inform customers from Amsterdam area about store

opening: 577k impressions and 379 clicks ▪

To inform customers from Amsterdam area about endconsumer events: 84.464 people reached and 165 clicks

FB sponsored Event: ▪

To inform customers from Amsterdam area about end-consumer

events: 90 event responses, 99.126 people reached, Women 25-34 best performing target group

SOCIAL MEDIA

Geotargeted Facebook post: ▪ To inform customers from Amsterdam area about store opening ▪ To inform customers from Amsterdam area about end-consumer events

VIP EVENT @SKATECAFÈ On October 24th GUESS Originals partnered with the Skatecafè in Amsterdam Noord to host the official USWA closure party. + 450 content creators/models/artists/skaters were invited to join the GUESS Originals event at the Skatecafe.

Skatecafé Staff

Event: - DJ line-up: CIESAY, Jarreau Vandal, Kirou Kirou, Chalé - Alex Midler & Ish Cepeda attendance - Open bar & free burgers - Branded Polaroids and photo moment

E-vite

Inside Skatecafé

Outside Skatecafé

DJ

TOTAL REACH: + 782 K

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

@GUESSORIGINALS TAKE OVER

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