2020 Brand Experience & Activation

TELCOLLECTION

Silver Eurobest Award

Case Film

Presentation Image

TitleTELCOLLECTION
BrandPRISMA
Category C05. Customer Retail / In-Store Experience
Product/ServiceTELCOLLECTION CLOTHING LINE
Entrant TBWA\HELSINKI, FINLAND
Idea Creation TBWA\HELSINKI, FINLAND
Media Placement CARAT Helsinki, FINLAND
Production SCREEN Helsinki, FINLAND
Credits
Name Company Position
Joni Furstenborg TBWA Helsinki Creative Director
Juha Halmesvaara Carat Account Director
Nina Immonen TBWA Helsinki Account Director
Minni Jaakola SOK Media Brand Manager
Hanna Karlsson TBWA Helsinki Designer
Sami Kelahaara TBWA Helsinki Art Director
Ellen Lindbom TBWA\Helsinki Data & Insight Trainee
Taneli Mattelmäki TBWA Helsinki VP, Retail
Anette Michelsson TBWA Helsinki Account Manager
Tuomas Perälä TBWA\Helsinki Copywriter
Mikko Pietilä TBWA\Helsinki Executive Creative Director
Jyrki Poutanen TBWA Helsinki Chief Creative Officer
Roni Regnér TBWA Helsinki Copywriter
Ville Ruokonen TBWA Helsinki Junior Planner
Ville Rutanen TBWA Helsinki Junior Art Director
Anssi Soini Carat Planner
Saana Sundberg TBWA\Helsinki Junior Communication Specialist
Laura Pyykönen SOK Media Project Manager
Hanna Heikkilä TBWA\Helsinki Producer
Jonas Lundqvist TBWA Screen Photographer-DoP
Mikko Kuoppasalmi TBWA Screen Editor
Marko Terävä Post Control Colorist

Why is this work relevant for Brand Experience & Activation?

Prisma Telcollection was a counterpunch to a corona-torn market situation, when clothes were not selling anymore because of the transition from on-site work to remote offices. The brand activation challenged the audience to consider the product category of clothing from a totally new perspective in a way that was relevant to the bizzare times of COVID-19. The Telcollection was brought to life throughout the sales funnel all the way from traditional advertising to re-organizing the in-store experience in every Prisma around the country.

Background

More than every fifth Finn has started working from home this spring due to the coronavirus outbreak. A massive change in our everyday lives has also had an unexpected, but natural effect on how we dress for work nowadays. This in turn had a negative impact on the sales numbers of Prisma, since the everyday work and business attire had lost its relevance. That’s why Prisma needed to find a way to get the numbers back up again and sell clothes to the workforce dwelling in home offices around the country.

Describe the creative idea (20% of vote)

Prisma, as one of the leading fashion retailers in Finland, saw an opportunity to react in its own way to this unprecedented change in clothing trends by creating Telcollection, a special collection that combines formal upper parts with less formal bottoms. In just two weeks we re-organized the stores to match the new way of working.

Describe the strategy (20% of vote)

Since Prisma found itself in a desperate situation where fashion wasn't selling anymore, they needed to figure out a way to win their pre-corona audiences back and boost the sales by turning their clothing lines relevant again. The core target audience was the working men and women who had made the transition from on-site work to remote offices. To adapt to this unexpected trend, they created a collection out of their existing garments by combining formal upper parts with less formal bottoms. To give a new context to the old clothes, they re-organized their stores and created a nationwide campaign around this tongue-in-cheek fashion collection to boost both sales and the morale of the people suffering from the lockdown apathy.

Describe the execution (30% of vote)

Prisma, as one of the leading fashion retailers in Finland, saw an opportunity to react in its own way to this unprecedented change in clothing trends by creating Telcollection, a special collection that combines formal upper parts with less formal bottoms. In just two weeks we re-organized the stores to match the new way of working.

List the results (30% of vote)

The purpose of this project was to tap into the cultural and behavioral changes during the pandemic. Organic reach was around 50 M, mostly from Finland. Commercially this reactive campaign paid off: the sales of clothing from Prisma webstore grew by 1 600 % during the campaign.