TRIUMPH COMMUNICATION CAMPAIGN 2008 DECEMBER 2007
1 in 4 women wear an ill-fitting bra.
THE CHALLENGE
THE CHALLENGE
In 2008, Triumph will introduce a new positioning and a new identity. Thus, Triumph Portugal challenged Bug Advertising to devise its new communication campaign for 2008, above and below the line.
THE UNDERWEAR MARKET
THE UNDERWEAR MARKET
The Portuguese Scenario » In Portugal since 1961,Triumph is the market leader with an awareness rate of 98%. » It has 700 points of sale, mainly traditional retail, and 30 own-brand shops.
THE UNDERWEAR MARKET
The Portuguese Scenario » Change of scenario in the last 10 years. » A change from traditional retail to a more dynamic panorama. The traditional retail has lost its strong position. » The “clean and fashion look” shops are winning the race to the traditional and “stuffed” shops - “retrosarias”.
THE UNDERWEAR MARKET
The Portuguese Scenario » Opening of more fashion-driven, variety-oriented shops of brands such as Oysho, Women’secret, Intimissimi and DIM, this last a veteran in this fashion and variety trend. » Availability at hypermarkets of a range of brands associated with comfort, contemporaneity and affordability, contributed to a change in mentality towards underwear.
THE UNDERWEAR MARKET
The Portuguese Scenario Âť So, we are witnessing a change of mentality: - Underwear is looked upon as a fashion accessory that one should renovate each season. - Women prefer to buy underwear on brand shops and hypermarkets. - Women see underwear as a fashionable accessory that changes with the sense of the moment and the loom of the season.
CHANGE OF SCENARIO From stuffed shops…
THE UNDERWEAR MARKET
CHANGE OF SCENARIO ...to clean, trendy shops.
THE UNDERWEAR MARKET
“I need a bra...” is changing to “I WANT that bra...”
THE LOYAL TARGET vs. THE POTENTIAL TARGET
THE LOYAL TARGET: 40/60y-OLD WOMEN
THE LOYAL TARGET 40/60y-OLD WOMEN
» privilege Triumph’s comfort, quality and credibility. » know that wearing Triumph guarantees them the comfort and well being they need on a daily basis.
THE LOYAL TARGET 40/60y-OLD WOMEN
» appreciate feeling comfortable in their seductive nature.
» buy in traditional retail. » are loyal to brands and their “usual shop”. » are sensitive to loyalty programs.
THE LOYAL TARGET 40/60y-OLD WOMEN
» trust in Triumph’s strong presence in the Portuguese market. » admire its fabric, shapes and innovation, and appreciate its perfect fit. » trust the brand, therefore will be receptive to its new more trendy, emotional and fashionable profile.
THE POTENTIAL TARGET: 15/39y-OLD WOMEN
THE POTENTIAL TARGET 15/39y-OLD WOMEN
» are attracted to variety, fashion and innovation factors. » buy
underwear like a fashion accessory. A bra has the same emotional value as shoes, a necklace, a hat or a belt.
» buy at own-brand shops and hypermarkets, where they can find the latest collections and trends at affordable prices.
THE POTENTIAL TARGET 15/39y-OLD WOMEN
» want comfortable, trendy and good-looking underwear. » find extreme quality of fabric, cuts and materials not so important. » like to feel great with the lingerie they’re wearing, even if not “detectable” from the outside. » Lingerie is, definitely, a fashion statement.
COMMUNICATION OBJECTIVES
COMMUNICATION OBJECTIVES
» Rejuvenate the brand
» Come closer to the brand’s potential target
» Differenciate and create an emotional territory
THE UNDERWEAR PLAYERS
WOMEN’SECRET
BRAND PERSONALITY
WOMEN’SECRET
BRAND PERSONALITY
» Trendy » Informal » Affordable » Close to you » Fresh » Surprising
OYSHO
BRAND PERSONALITY
OYSHO
BRAND PERSONALITY
» Trendy » Cool » Fast forward » Young at heart » Comfortable » Close to you
FIGFORT
BRAND PERSONALITY
FIGFORT
BRAND PERSONALITY
» Démodé » Classic » Feminine » Trustworthy » Discreet » Traditional
INTIMISSIMI
BRAND PERSONALITY
INTIMISSIMI
BRAND PERSONALITY
» Sexy » Comfortable » Feminine » Close to you » Exclusive » Intimate
DIM
BRAND PERSONALITY
DIM
BRAND PERSONALITY
» Comfortable » Contemporary » Innovative » Dynamic » Close to you » “Parisienne Charmante”
AGENT PROVOCATEUR BRAND PERSONALITY
AGENT PROVOCATEUR BRAND PERSONALITY
» Sexy » Surprising » Dreamer » Teaser » Retro Charming » Fetishist
BELCOR
BRAND PERSONALITY
BELCOR
BRAND PERSONALITY
» Functional » Feminine » Comfortable » Elegant » Classic » Natural
INTIMA CHERRY
BRAND PERSONALITY
INTIMA CHERRY
BRAND PERSONALITY
» Juvenile » Fresh » Comfortable » Creative » Close to you » Easy-going
GEMMA
BRAND PERSONALITY
GEMMA
BRAND PERSONALITY
» Sophisticated » Classic » Innovative » Elegant » Feminine » Alluring
VICTORIA’S SECRET BRAND PERSONALITY
VICTORIA’S SECRET BRAND PERSONALITY
» Glamourous » Contemporary » Proud » Elegant » Innovative » Feminine
LA PERLA
BRAND PERSONALITY
LA PERLA
BRAND PERSONALITY
» Exclusive » Sexy » Dreamy » Provocative » Glamourous » Feline
I WANT
CLASSIC
SEXY
I NEED
TRIUMPH’S SWOT ANALYSIS
STRENGTHS » Credibility » Comfort Perfect Fit » Quality » Strong Awareness
WEAKNESSES » Not seen as a fashionable Brand yet » Not very appealing to a younger target » It lacks a fashionable and updated image » Its own single-brand shops lack awareness and desirability
OPPORTUNITIES
THREATS
» Brand’s Awareness » New Positioning
» Very lovable and affordable competitors’ brands like Oysho, Women’secret, etc.
» New Image
» Too classical collections » there is a risk that the new image will not fit the brand’s profile
TRIUMPH’S NEW POSITIONING
Triumph For confident women that appreciate life. Triumph lingerie is designed to make you feel great.
TRIUMPH’S DIFFERENTIATION
HOW ARE WE GOING TO DIFFERENTIATE TRIUMPH?
» Communicate with consumers in their own language. » Creating intimacy and complicity through emotional experiences in retail and communication. » Intelligent and “straight to the point” communication. » Creating new ambience in retail.
COMMUNICATION CONCEPT
• Concept film
ADVERTISING CAMPAIGN
OUTDOORS
OUTDOORS
OUTDOORS
OUTDOORS
MIRRORED OUTDOORS
OUTDOORS
OUTDOORS
BRAND EXPERIENCES
BRAND EXPERIENCES
1. Restrooms mirror decoration » The clients will feel empowered by Triumph’s Mirrors in Shopping Centers, Cinema, Restaurants, Clubs and Bars restrooms.
An unusual and personalized experience.
BRAND EXPERIENCES
2. Empowering Mirrors in the city. Âť Just imagine town metro stations,
outdoors, elevators at shopping centers with mirrored surfaces that will make you feel empowered‌ Lisbon, Porto, Braga, Aveiro, Coimbra and Faro empowered by Triumph.
BRAND EXPERIENCES
3. Empowered Metro station. » Decoration of Saldanha’s Metro Station at the launch of the advertising campaign. Actors enter the train and announce “Next stop: Cláudia Vieira”. When passengers arrive at Saldanha they see… a station “dressed” by Triumph. Lisbon empowered by Triumph.
BRAND EXPERIENCES
4. Pop-up Triumph Stores. » An itinerant Triumph store, a privileged medium to get in touch with potential clients. » An empowering way of experiencing the brand. » Will be a useful and versatile structure to create awareness at Fairs, Events, Thematic Festivals, and to support the launch of new Triumph stores.
BRAND EXPERIENCES POP-UP STORES
BRAND EXPERIENCES
5. Store Communication.
» 80% of purchase decisions are made at the shelf. So let’s empower Triumph stores…
YOU CENTERED COMMUNICATION
SHOP-WINDOW POSTERS
CHANGING CABINETS - CLOSED
CHANGING CABINETS - OPENED
DISCOUNT LABELS
MIRRORED BAGS
BAGS
BRAND EXPERIENCES
6. Store Dynamization Events.  Loyalty Program Create a Triumph’s Client Card Offer bonus and discounts on special dates (birthdays and holidays) and purchases. Create a database to keep in touch with clients (SMS, Mailing and E-mailing) on special occasions.
CLIENT’S CARD
84
BRAND EXPERIENCES
6. Store Dynamization Events. » Empowering Days Special and theme offers in special dates (Women’s day, Sales, Mother’s Day, Valentine’s Day, First day of Summer, etc), such as a discount, a flower... Theme decorations in the shops. The best clients will be offered a bracelet “Empowered by Triumph”.
SALES SHOP-WINDOW
86
SALES LABEL
EMPOWERED BRACELET
BRAND EXPERIENCES
6. Store Dynamization Events. » Empowering Service Develop an Underwear Consultancy Service: employees will function as fashion consultants, advising clients which size and cut favours them the most, as keeping the promise of the “perfect fit”. This service should be offered as a bonus and, obviously, presented as a plus.
A presente proposta inclui propriedade intelectual, não podendo ser reproduzida ou utilizada para outros fins, sem a nossa autorização prévia. (Dec. Lei 63/85 de 14 de Março)
PRESENTED
TRIUMPH THE 2008 EMPOWERED COMMUNICATION CAMPAIGN DECEMBER 2007