Giving away 1,000 bras to promote the trial of a new product. This was cheaper than
advertising on television. Sabina also got free news coverage since it was the only
company in its industry to do this.
Sponsoring trips for teenagers to South Korea and using the material from these trips
for publicity on teen-oriented websites.
Running educational programs and camps for children and teenagers
Teaming up with other companies to share the cost of expensive events; for example,
hosting a live music event with Nok Air.
Asking the 1,100 product counselors in both Sabina’s own stores and its outlets in
department stores, to travel to and from work in uniform. Sabina also used its 20 vans
as an advertising medium.
Holding numerous customer events that generated free publicity through news
coverage.