The Shoppenboys campaign created by Celio and the NouveauJour agency was launched in September 2006 and has been regularly updated since. Knowing that half of Celio’s customers are women, the idea was to help shoppers choose clothes for their partners. Celio brought back the old tradition of 19th century department stores by appointing male models in their shops.
Shoppenboys – who are various-sized models (from 36 to 46 in European sizes) – donned red boxers and walked around the Celio shops. The concept was to try on the clothes that shoppers were thinking of buying, so they could get an idea of the overall look.
But that’s not all. In 2008, the Shoppenboys produced a calendar that was a parody of the famous one made by the French National rugby team : « You don’t need to be a rugby player to pose in a calendar! ». To pose in the calendar you didn’t need to be a Shoppenboy: you could also win the online dance contest by posting the best video of yourself performing the Shoppenboys’ official dance routine.
The campaign was covered by TV (the main French TV channels: TF1, France 2, France 3 and M6), the written press and on the Internet (with Le Figaro in France but even in Germany with RTL Deutschland or in Spain with El Economista). During the events, the website welcomed 50,000 visitors per month.
Another explanation for the campaign’s popularity lies in the successful recruitment process: more than 900 men have applied online to become a Shoppenboy for the second round.
Lire aussi :
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- (Français) Modus Cosmopolitan : l’alliance avec la presse féminine
- (Français) Des cartes bleues… roses
- 1001 ways to tie and wear a Hermès scarf
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