| Title | TELCOLLECTION |
| Brand | PRISMA |
| Product/Service | TELCOLLECTION CLOTHING LINE |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Media Placement
|
CARAT Helsinki, FINLAND
|
|
Production
|
SCREEN Helsinki, FINLAND
|
Credits
| 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 Integrated?
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. This integrated campaign 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 impact on how we dress for work nowadays.
Describe the creative idea
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
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
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
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.