Within 3 days we reached nearly 300,000 customers and distributed 16,000 samples among them. High frequency and wide presence in the media – this is what our customer needed. The online shopping brand became part of traditional shopping. It was a real success as regards the process of building Zalando brand awareness. We managed to create an atmosphere of trust and positive attitude in customers by improving their mood and feelings. We arranged a special pop-up store area in a shopping centre. It is a completely new solution in the area of marketing in Poland. We were the first! The event attracted fashion and business celebrities. IMS events provided service and technical, music and organisational support for the entire event.