Brief: Engage a hard to reach, sophisticated and very stylish East London crowd without alienating the mainstream population. Affirm themselves as a superior fashion credentials. Acquire a maximum number of relevant customers at the opening Strategy: We presented an idea, for the teaser campaign, based on a video of a 100 years of fashion, music and dancing from 1911 – 2011. There is a couple dancing in key East London backgrounds – and their clothes and music changing along the way to reflect the eras they were passing through. The results: + 2.5 million views 99% positive interactions 23,308 YouTube likes 28,143 Facebook likes (increased by 500%) 9,056 tweets Mainstream PR coverage Good Morning America, channel 9 Australia, UK Daily Mail 200,000 first day footfall, 200% over target