Primark Summer 14

ODD continued to work with Primark on their seasonal campaigns. Following the success of Spring 14 came the launch of summer vibes with Summer 14.

Ambition

We continued with the overarching ambition of taking Primark from being purely about price, to a brand that engages consumers and offers them accessible and aspirational style at great value. As our second campaign for Primark we had to ensure that consistency across channels was maintained.

The ODD Solution

To launch the Summer 14 collection we created an integrated press campaign.

The campaign consisted of press, online activity and in-store collateral aimed at amping up Primark’s range of summer festival wear.

Beautiful Effectiveness

Over a 12 month journey with ODD, total sales have gone up by 16%, nearly reaching the £5bn mark.