Oysho, the underwear brand from Inditext group, is on its way to upgrade its target (from teenage girls to women over 30 years old, more mature and cultivated). We were ask to get closer to this target by creating a concept and organizing an intimate jazz event in Madrid and Barcelona.
We created the concept OYSHO JAZZ YOU, the first Jazz Festival only for women. Two events, two cities and an exclusive line-up: Esperanza Spalding (Granny 2015), Maika Makowsky, Eva Fernández, Becca Stevens, Natalie Prass and China Moses.
In order to communicate the two events, we also organized Jazz Sessions with upcoming local singers and bands in different cool bars of Madrid and Barcelona related to Oysho`s public. We also created a video line-up with top fashion bloggers and gave out "Mystery Cards" (a card with a hidden discount) for those people who came to the Oysho Jazz Sessions.