Retailer Uses CCTV Crime Footage To Promote Sale

Reserva in São Paulo was robbed last month. This month, the thieves are appearing in the store’s sale ad. Brilliant.

Translation, via The Guardian:
“It’s not necessary to break the window. Just come in! Inventory clearance: up to 40% off.
Jeans, Bermudas, polo shirts, tops.”
Hurry! Why are people doing such crazy stuff for Reserva?”

This is what we in the industry call stealing an idea.

On Dec. 6, the Reserva label designer store was robbed in a professional smash, grab, and run robbery. It was the second time in less than a month that the store had been plundered. Police have yet to apprehend a suspect, despite, as you can see, the face of one of the thieves being clearly visible.

The owner, Rony Meisler, told told the O Globo newspaper:

“They stole my clothes and we stole their image. Complaining gets you nowhere, business is about doing things. Rather than suck lemons, it is better to make lemonade with them.”

That’s some quick, slick marketing.

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