REMEMBRA FROM THE BONPRIX PINK COLLECTION.

ClientBONPRIX HANDELSGESELLSCHAFT MBH
Category A02. Durable Consumer Goods
TitleREMEMBRA FROM THE BONPRIX PINK COLLECTION.
Product/ServiceREMEMBRA
Entrant JUNG VON MATT Hamburg, GERMANY
Idea Creation JUNG VON MATT Hamburg, GERMANY
Media Placement BONPRIX Hamburg, GERMANY
Production JUNG VON MATT Hamburg, GERMANY
Credits
Name Company Position
Thim Wagner, Jung von Matt AG Executive Creative Director
Andreas Ernst Jung von Matt AG Managing Director
Mirjam Wagner Jung von Matt AG Creative Director/Art
Gregor Willimski Jung von Matt AG Creative Director/Copy
Anna Lichnog Jung von Matt AG Creative Director/Copy
Birte Helmert Jung von Matt AG Client Service Director
Renee Hicks Jung von Matt AG Account Director
Felicitas Tennstedt Jung von Matt AG Project Manager
Edvina Harizaj Jung von Matt AG Copywriter
Jan-Erik Scheibner Jung von Matt AG Senior Copywriter
Erik Höhn Jung von Matt AG Senior Copywriter
Maria Torres Jung von Matt AG Art Director
Tomma Fehrs Jung von Matt AG Senior Art Director
Lea Vukovics Jung von Matt AG Junior Art Director
Lars Gerber bonprix Handelsgesellschaft mbH Division Manager Brand Campaign
Verena Herdegen bonprix Handelsgesellschaft mbH Lead Brand Campaigns
Malin Beckmann bonprix Handelsgesellschaft mbH Project Manager

The Campaign

The first bra collection that reminds women to check their breasts – the 'RememBra' from bonprix pink collection in cooperation with Brustkrebs Deutschland e.V. (the German Society for Breast Cancer). The PR idea was simple but effective: labels sewn into the bras were designed to bother women on purpose when they put them on. Printed on the label were self-examination instructions, so they could examine themselves straight away.

Execution

Over the course of a few weeks and as a result of our multichannel strategy in social media, web and further offline measures, early detection was suddenly on everyone’s lips. With the budget for executions being very low (75k), we raised awareness in many media outlets through earned media – even national TV news reported on the campaign. Furthermore, we reached out to millions of people via (sponsored) TV programmes, plus articles in international lifestyle titles and daily papers. And that was just the start! The campaign keeps on inspiring women all over Europe to address the sensitive topic of breast cancer awareness.

We raised awareness for early detection throughout Europe: German TV news reported on the campaign and millions of people were reached via TV, articles in international lifestyle titles and daily papers. In addition to this, we cooperated with TV channels to provide information about early detection in special formats. Our german website was accessed more than 9.000.000 times within three weeks. For social media, there were more than 500,000 interactions on Facebook with high engagement rates for carousel and canvas ads. Furthermore, the campaign was integrated into the catalogue with 4.5 million copies. 180,000 customers received leaflets in parcels. But most importantly, we sensitised our target audience to the early detection of breast cancer and ensured that women in Germany and elsewhere talked about the issue in a wide range of online and offline channels.

The Situation

Breast cancer is a major concern for women all over Europe, but it is an unpleasant subject that is all too often forgotten. An informal, public discourse on breast cancer is increasingly vital for the health of many women in Europe.

The Strategy

To sensitise as many women as possible, we broke with the fashion industry’s laws on purpose – creating the first bra that disturbs its wearer. A disruptive idea, with the intention to reach as many people as possible and pull the public’s awareness towards early detection. To push the idea further, we used a multichannel strategy. Microsites in Germany, Austria, Switzerland and Italy provided women with further information. We also used social media with targeted Facebook ads and posts that provided information about early detection. On top of all this, we ran a live FB stream in Germany on 1 October, international breast cancer day. This enabled viewers to ask experts questions live. Offline we raised awareness with information events, product information in the catalogue and leaflets in parcels.