Earl Jean and Rules Creative Taiwan play a prank on shoppers with a treadmill-like fitting room
Is It OK to wear jeans when exercising, dancing or jogging, well, many people doubt that.
When picturing a jogger, it’s quite obvious people have a specific mental image in mind – fit, sweaty, wearing running bottoms and a tank top, jeans are definitely not on the list of “what to wear for sport.”
Earl Jean Taiwan has launched a new product called “Cool knitted Denim”, the jeans you can wear for sport, which are easy to move in, breathable and moisture-licking. How then to introduce the product when jeans are the last type of pants that people would wear for sports？
“To see is to believe.” The Earl Jean and Taiwan agency Rules Creative decided to let customers get a true experience in a funny stunt, then the product can speak for itself.
Unsuspecting customers at the Earl Jean store were startled when trying on the jeans in a normal looking fitting room. The floor began to move quickly like treadmills, they were forced to run to keep their balance. Confused, excited, flustered, whether customers showed different reactions, The Earl Jean successfully aligned itself a sense of fun and energy, communicated its product features to its target audience by this fun experiential marketing stunt.