| Title | MINI FASHION BAR |
| Brand | PIMKIE INTERNATIONAL |
| Product/Service | CLOTHING RETAILER |
| Category |
C03. Other Consumer Products (incl. Durable Goods) |
|
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 |
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 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.
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.