Fit Truck Pop-Up
A fully kitted-out van with high-impact branding appealing to women of all ages and cultures.
The challenge: The global lingerie label needed to create a safe and fun environment for women to experience the brand and the chance to try on bras anywhere in Dubai.
The idea: We created the Victoria’s Secret Fit Truck, a fully kitted-out van with high-impact branding appealing to women of all ages and cultures. The experience offered a private yet engaging space for women to be fitted for bras. Over the coming months, we’ll also take the Fit Truck on the road to different venues, shopping malls and consumers’ homes to offer the ultimate lingerie experience.
The solution: We purchased a 10-foot delivery truck and transformed the vehicle into the ‘Perfect Fit’ fitting rooms. The launch night took place on National Bra Day at Arab Fashion Week with a PR event, inviting influencers to be the first to be fitted and to take home a luxury goody bag.
Making it extraordinary: Through the Arab Fashion Week partnership, we launched Victoria’s Secret Fit Truck and captured the attention of women who wouldn’t normally feel comfortable engaging with the brand. Visitors were able to see, feel and try on bras which they could buy in-store or on the new Victoria’s Secret website via ecom kiosks on-site.