Spanish fashion brand Desigual started an innovative marketing campaign in Berlin, Germany, offering huge discounts to shoppers who turn up in their underwear.

The marketing campaign drew huge attention because Desigual was giving away free clothes to the first 100 customers who turned up in their underwears on June 16 at the brand's premier shop in Berlin’s Tauentzienstrasse.

The shop drew huge crowds as many people were amused to see men and women, in their underwear, shop. What is more amazing is that at least 400-500 people had queued up overnight in front of the store, semi-naked.

The line of people drew so much attention from passing motorists that the police was forced to tell the store to open its doors 30 minutes early.

As the door opened, shoppers in their bras, panties and underwear rushed inside to grab items of clothings off the shelves.

While the first 100 shoppers got their clothes for free, other shoppers got 50 percent discount on all items in the summer collection.

Everyone in the line was also given Desigual goodie bags.

Similar campaigns were planned for stores in New York, Stockholm, London, Amsterdam, Prague and Madrid.

Desigual's slogan was: 'Arrive half naked - leave fully dressed.'

Check out the photos below:

Customers with shopping bags stand in front of a Desigual shop as they wait for the retail shop to open in central Prague
Customers with shopping bags stand in front of a Desigual shop as they wait for the retail shop to open in central Prague June 24, 2011. The Spanish fashion brand promoted a special sale by offering to the first 100 customers who arrived in the shop dressed only in their underwear a choice of two items for free. REUTERS
A shopper in her underwear reacts while searching for items at a Desigual store in central Prague
A shopper in her underwear reacts while searching for items at a Desigual store in central Prague June 24, 2011. The Spanish fashion brand promoted a special sale by offering the first 100 customers who arrived in the shop dressed only in their underwear a choice of two items for free. REUTERS
Customers with shopping bags stand in front of a Desigual store as they wait for the retail shop to open in central Prague
Customers with shopping bags stand in front of a Desigual store as they wait for the retail shop to open in central Prague June 24, 2011. The Spanish fashion brand promoted a special sale by offering to the first 100 customers who arrived in the shop dressed only in their underwear a choice of two items for free. REUTERS
A shopper in her underwear smiles while trying on a pair of jeans at a Desigual store in central Prague
A shopper in her underwear smiles while trying on a pair of jeans at a Desigual store in central Prague June 24, 2011. The Spanish fashion brand promoted a special sale by offering the first 100 customers who arrived in the shop dressed only in their underwear a choice of two items for free. REUTERS
A shopper in her underwear searches for items at a Desigual store in central Prague
A shopper in her underwear searches for items at a Desigual store in central Prague June 24, 2011. The Spanish fashion brand promoted a special sale by offering the first 100 customers who arrived in the shop dressed only in their underwear a choice of two items for free. REUTERS
Customers rush in to a Desigual shop after it opened in central Prague
Customers rush in to a Desigual shop after it opened in central Prague June 24, 2011. The Spanish fashion brand promoted a special sale by offering to the first 100 customers who arrived in the shop dressed only in their underwear a choice of two items for free. REUTERS
Desigual 039Arrive half naked - leave fully dressed039 campaign draws huge crowd
This Tuesday, the day the summer officially starts, we did it again. We opened the doors of our Fuencarral 36 Desigual Store, in Madrid, and Desigual gave away a free outfit to the first 100 cheeky customers who showed up in their underwear. desigual
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