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.