Last week, during the middle of NYFW, an inconspicuous store opened on Canal Street in New York City. It looked like your run of the mill knockoff store, but it was so much more than that.

The store in question was a Diesel popup shop selling authentic clothing at a discounted price. Diesel, fully committed to the campaign, purposely misspelled its own name to make the store seem authentically fake. When Diesel revealed the knockoff store was full of authentic products, a massive line formed the next morning. Fashion fiends and influencers flocked to the store all wanting a chance to get their hands on any of the unique pieces from the designer collection.

The long lines and resale prices for the coveted items proved the marketing stunt was a success. It also shows the brand can reach a new generation of shopper,  a younger shopper who enjoys finding and buying exclusive, unique and one of a kind products. This younger generation wants more than just things—they want experiences.

This bold and impactful marketing campaign was a major success and a complete win for a brand that is trying to prove its relevance among younger shoppers.