B2B+C Direct Marketing CaseBas KostersYou had to have his Red Carpet.Client Personnel: Bas Kosters Angelique Westerhof Bohemia Amsterdam | 10-11-2011Bohemia Personnel: Marco de Boer Melissa Agostino Henry Tyminski
SituationBas Kosters is the hottest underground designer of theNetherlands, the ‘Enfant Terrible’ of Fashion. He’s known forhis alternative Punk Pop approach and childlike prints.“Why are only a few magazines writing about him?”The Fashion show of the 2008 collection had to become thehottest event of the Dutch Fashion industry that year.Bas Kosters was at that moment was known but only silently Bohemia Amsterdam | 10-11-2011followed by the Dutch press.
Target• All fashion editors of importance have to visit the show.• The new collection of Bas Kosters has to be the talk of town and mentioned in the most important magazines and on TV.Target group• Dutch and European Fashion editors Bohemia Amsterdam | 10-11-2011• Everybody who is somebody in Fashion• ‘Soapies’ and other famous people
StrategyWe wanted to give people a reason to come. We sent 500 piecesof Red Carpet that were going to be used at the show. All guestswere actually bringing their contribution of the Red Carpet tofashion show where it would take place. On arrival everyonewho brought his piece of carpet received a pillow in return.You just had to have Bas Kosters’ Red Carpet. It was the bitchﬁght of 2008. Bohemia Amsterdam | 10-11-2011Other material such as the look book and poster, were madematching the Red Carpet concept. 1 of 2
VisualsYou had to have Bas Kosters’ Red Carpet. Bohemia Amsterdam | 10-11-2011
Bohemia Amsterdam | 10-11-2011InvitationPieces of Red Carpet were sentas Direct Mail invitations.
Bohemia Amsterdam | 10-11-2011Look BookDesigned in line withthe Red Carpet concept.
ResultsMore than 400 fashionista’s and fashion editors attended theshow and over 20 articles are published in Dutch papers andFashion magazines. He even made it onto RTL Boulevard. Bohemia Amsterdam | 10-11-2011
Make a Mark.For more information:Hugo Kalf firstname.lastname@example.orgKyra Roest email@example.comBohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands Bohemia Amsterdam | 10-11-2011+31 20 42 33 555bohemiaamsterdam.com