| Title | TIMELESS |
| Brand | LACOSTE |
| Product/Service | LACOSTE |
| Category |
A01. Creative Effectiveness |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Production
|
WANDA PRODUCTIONS Paris, FRANCE
|
|
Production 2
|
ACADEMY FILMS London, UNITED KINGDOM
|
|
Production 3
|
GUM Paris, FRANCE
|
|
Production 4
|
MIKROS IMAGE Paris, FRANCE
|
Credits
| Rémi Babinet |
BETC |
CCO |
| Antoine Choque |
BETC |
Creative Director |
| Aurélie Scalabre |
BETC |
Art Director |
| Olivier Aumard |
BETC |
Copywriter |
| Fabien Le-roux |
BETC |
Strategic Planner |
| Fabrice Brovelli |
BETC |
TV Producer |
| Christophe Caurret |
BETC |
Music Creative Director |
| Julien Leveque |
BETC |
Head of activation strategy |
| Seb Edwards |
NA |
Director |
Please provide a 500 word summary of your entry below.
CONTEXT:
3 years after creating a strong emotional bond with consumers through the Big Leap film, Lacoste needed to keep building its brand. Between fierce competition from cheaper brands that challenged the polo category which is Lacoste’s iconic item that drives its image and business (30%) and a declining men’s apparel market in France, Lacoste was losing ground.
Lacoste needed to reinforce its valorisation strategy, especially on the premiumness of the polo and boost its desirability among a younger audience (18-24yo).
CAMPAIGN:
Lacoste went back to its roots: René Lacoste, a French tennis champion who invented the first polo shirt in 1933, to free movement on the tennis courts. The polo quickly went beyond the courts to become a men’s clothing essential.
We believe true elegance is timeless, resisting fashions and eras.
The new Life is a Beautiful Sport campaign recalls the timeless elegance of the Lacoste style and its historical anchorage through its iconic product, the polo.
The integrated campaign included a brand film: an epic cinematic fresco that starts in the 1930s and ends in the present day. A quest through time for a beautiful love story, featuring the Lacoste polo, always adapted to its time.
Lacoste also revealed its new brand ambassador, Novak Djokovic, introduced as "the new crocodile”, when René Lacoste was the “original” crocodile. He features in a video celebrating the founding of the brand and in the outdoor campaign.
The media plan aimed at 18-24 years old combined eventful mass media and a specific digital targeting.
RESULTS
They exceeded the set expectations both in terms of image and business in 2017.
KPI #1/ SALES IN FRENCH MARKET
Lacoste became the leader of premium menswear in France, ahead of Levi’s.
Despite a flat market, Lacoste doubled its sales : +14% (vs. +7% in 2016). It strengthened its position as the leader of the Polo (in market share) and widened the gap with its competitors. Polo sales rose from + 1% in 2016 to + 4% in 2017.
KPI #2/ REINFORCE PREMIUMNESS AND RECRUIT NEW CONSUMERS
The campaign helped recruit 16% of new consumers in 2017 with sales peaks during communication pushes. Lacoste earned 7 points in perception of « reference and premium brand ».
KPI #3/ BOOST BRAND & POLO DESIRABILITY AMONG THE 18-24 YEARS OLD
+92 points on the desirability of the brand among 18-24 years old and +36 points on the desirability of polo for 18-24 years old.
With a rise of 12 points, Lacoste has the most solid brand equity in France, surpassing Nike. Among 18-24 years old, brand equity rose by 29 points vs. 16 points in 2016.
The Timeless campaign contributed to 19% of the Lacoste turnover in 2017. The ROI of the campaign was of 5,3 (vs. 4.8 in 2016).
Beyond these very positive results, we are proud that thanks to Lacoste’s dynamism in the menswear category in particular the premium polo market, there was a reboot of the French premium polo market, with a growth of +34%.