| Title | MINI FASHION BAR |
| Brand | PIMKIE INTERNATIONAL |
| Product/Service | CLOTHING RETAILER |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Contributing Company
|
HAPPINESS BRUSSELS, BELGIUM
|
Credits
| Karen Corrigan |
Happiness |
Executive Creative Management |
| Geoffrey Hantson |
Happiness |
Chief Creative Officer |
| Philippe Fass |
Happiness Brussels |
Creative Director |
| Catherine Hermans |
Happiness Brussels |
Concept provider/Copywriter |
| Laurie Lacourt |
Happiness Brussels |
Art Direction |
| Nathalie Marchand |
Happiness Brussels |
Group Account Director |
| Emilie Dekeyser |
Happiness Brussels |
Project Manager |
| Barbara Devaux |
Happiness Brussels |
Project Manager |
| Anna Touvron |
Happiness Brussels |
Graphic Designer |
| Emilie Wauthelet |
Happiness Brussels |
Graphic Designer |
| Bill Bilquin |
Happiness Brussels |
Copywriter FR |
| Sophie Gunsbourg |
Happiness Brussels |
Producer |
| Bob Jeusette |
|
Production |
| Philippe Blondeau |
|
Editor/Animator |
|
Bliss Interactive/Mobile |
Web Development |
The Campaign
Pimkie - a 750 stores women's clothing retailer - is urgently in need of a more fashionable image. To get a more ftrendy image advertising alone is not enough. Other women's, fashion bloggers, journalists and other influential's opinion is at least as important as advertising. So the challenge was very clear, yet very difficult for a brand like Pimkie: How would we be able to activate influential women and fashion bloggers to write and talk about Pimkie? The solution: the Pimkie Mini Fashion Bar. An installation that gave women a unique branded fashion experience.
It’s just like a regular hotel minibar, but with women clothes. Completely integrated in your hotel room, offering complete outfits to women when they like to shop the most: on vacation. How it works? Just pick an item or a complete outfit from the Mini Bar and pay when checking out. Just like a regular minibar. Not the right size? Call the concierge. During the European fashion weeks the Pimkie Mini Fashion Bar was installed in over 100 rooms of boutique hotels in fashion cities like Paris, Milan, Amsterdan and Antwerp. Then we invited influential women, fashion bloggers and journalists, to stay in one of these hotels. We didn’t push it more than that. Result: never before Pimkie received such a high and positive coverage by influential women, fashion bloggers and fashion journalists. On top of that 81% of women bought one or more items from the Mini Fashion Bar.
Never before Pimkie received such a high and positive coverage by influential women, fashion bloggers and fashion journalists. 100% of the Top50 of the most important fashion blogs wrote and shared their view on the Mini Fashion Bar. On top of that 81% of women bought one or more items from the Mini Fashion Bar. And as to the hotels, all of them want to keep the Mini Fashion Bar on a continuous basis, making it a new distribution channel for Pimkie. To top it all, the perception of Pimkie being a fashionable brand clearly increased in qualitative research.
Pimkie needed to build a more fashionable image. To achieve that advertising alone is not enough. Other women's, fashion bloggers, journalists and other influential's opinions are at least as important as advertising. So the challenge was very clear, yet very difficult for a brand like Pimkie: How would we be able to activate influential women and fashion bloggers to write and talk about Pimkie?
The solution: the Pimkie Mini Fashion Bar. An live installation that gave women a unique Pimkie branded fashion experience.