| Title | MINI FASHION BAR |
| Brand | PIMKIE INTERNATIONAL |
| Product/Service | CLOTHING RETAILER |
| Category |
C01. Retail |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
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 |
Brief Explanation
Pimkie is a 25+ women fashion retailer with more than 750 stores in 47 countries. Within the fashion category Pimkie is facing high competition from major brands (H&M, Zara, Mago, ...) that are investing massively into advertising and that have a way stronger distribution network than Pimkie.
The Brief
To get a more fashionable image Pimkie had heavily invested in advertising. Unfortunately with little result. Because when it comes to fashion, influential women's opinion beat regular advertising. Brief was very clear but quite a challenge: How would we be able to activate influential women and fashion bloggers to write and talk about Pimkie?
How the final design was conceived
We designed a completely new shopping experience to let influential women discover the brand Pimkie in the most relevant way, at the most relevant moment: during the European fashion week. The Mini FASHION Bar is just like a regular hotel minibar, but with women's clothes. An installation specially designed to be integrated into hotel rooms, offering complete outfits to women when they like to shop the most: on vacation. 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, Amsterdam and Antwerp. Then we invited influential women, fashion bloggers and journalists to stay in one of these hotels.
Indication of how successful the outcome was in the market
Never before Pimkie received such a high and positive coverage by influential women, fashion bloggers and fashion journalists. 100% of the most important blogs wrote and shared their view on the Mini FASHION Bar. Mainly because the unique design of the Mini FASHION BAR invited them discover the brand Pimkie in a surprising way. 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 went up by 61%