Polo advertising during September’s fashion week is the equivalent of large brand advertisers running a :30 second spot during the Superbowl. Polo produced 3 innovate creative pieces that ran in 3 phases: before, during and after the show. The first creative was a “teaser” leading up to the fashion show letting the fashionistas know that the show is about to come. The second creative was produced the night of the show where actual footage was used. This creative was swapped in within hours of the show ending. The third piece of creative was the “fashion show wrap up” allowing consumers to reserve trunkshow orders in advance. The key to this campaign’s success was timing, timing, timing and beautiful creative!