A05. Product Launch/re-Launch or Multi-Product Promotion
Entrant Company
HAPPINESS BRUSSELS, BELGIUM
Advertising Agency
HAPPINESS BRUSSELS, BELGIUM
Credits
Name
Company
Position
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 Brief
Pimkie is a 25+ women fashion retailer with more than 750 stores in 47 countries. 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?
Campaign Success
Pimkie introduces the Pimkie Mini Fashion Bar. 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 engaged, 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.
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Explain why the method of promotion was most relevant to the product or service
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. So the challenge and actionable goal very clear: activate influential women, fashion bloggers and journalists to write and talk about Pimkie.