Christmas Shopping
Give Yourself for Christmas (34) £79.99. Get all dressed up, courtesy of New Look, placed in a big box and delivered to your partner. Who said we don’t want to be objectified?
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“You align your face in the panel, press the button and are transported to the window, so you can preview the clothes without moving a muscle, says an Odd spokesman.
es dressed in the fashion retailer’s collections.
Ultimate Window Shopping by design agency Odd, transposes shoppers’ faces onto mannequins. Cameras activate as a customer walks up to the windows.
“You align your face in the panel, press the button and are transported to the window, so you can preview the clothes without moving a muscle, says an Odd spokesman.
The service is available in Oxford St West, Bluewater and Newcastle’s Metro Centre until 23 October. New Look has also announced a major expansion of its menswear range over the next 12 months.
The retailer will extend the range to 150 stores, from the current 35. “We have responded to requests for a greater and more diverse offer,” says chief executive Phil Wrigley.
The Verdict
On first glance, you might dismiss this campaign as a typical “tits sell” lads’ mag stunt. But in a category devoted to indulging this marketing cliché, it deserves praise.
First it is a fantastic example of agency and client collaboration. The idea was completely dependant on integration across editorial, creative production and media strategy.
Second, it placed the target audience at the heart of the idea without putting them in it. The stereotypical attempts at capturing “real lads antics” on viral clips etc area bit worn and often appear cheesy.
Being asked to spend £10,000 on anything you want is a 20-year old’s dream, but seeing eth guys at Zoo do it is just as entertaining, as you’d expect them to share the same mischievous mentality.
And finally, it did something rare within the lads’-mag category by acting like a brand. The campaign avoids the formulaic product-driving tactic of promoting a front cover, and instead created some living editorial.
With such a concentrated top-shelf market, Zoo living’s attitude and humour differentiated the magazine by existing outside of being just a magazine. Given the increasing demand for 24/7 mobile interactivity, this has got to be the way forward for brands that survive on “of the moment” information and news. Zootube was a literal example of this and a great way of extending accessibility of the idea.
I was slightly surprised the stunts themselves weren’t a bit edgier. Given the target audience and available channels I expected some really risqué content that could be released virally. However, I’m sure the campaign will re-emerge, so there’s loads of scope for more.
In terms of accountability, it will be interesting to see how well the title performs versus Nuts and whether investing into brand differentiation pays off. However, if the ITV documentary of the making of the campaign happens, I’m sure accountability will be unquestioned.
So, in Summary, I think this was a great campaign and successfully created an opportunity for a very fickle audience to step inside Zoo and enjoy the personality of the brand beyond the staple flow of weekly titillation.
Kiss unveils its new logo
London dance music radio station Kiss unveils its new logo this week, designed by ODD (DW 8 June).
The marque works as a static form but also features an unfolding ‘origami style’ device says ODD creative director Nick Stickland.
Kiss unveils teaser branding activity
Bill Griffin, the managing director of Kiss, said: “Kiss is famous for being bold and innovative, and we’re confident that the new campaign will reflect the network’s core values-its fresh, compelling and cutting edge.”
nvolves the distribution of more than one million Kiss logos across six cities. The campaign will involve teams placing thousands of foam “K” logos on key landmarks in Bristol, Cardiff, Ipswich, Norwich, Cambridge and Peterborough.
This will be back by chalk stencils of the “K” logo in the same cities.
The aim of the campaign, through the marketing agency Odd, is to get the “K” logo talked about and to encourage interaction with the foam logos. Presenters will discuss the campaign on air and invite listeners to send in ideas for using the Ks. Pictures will be uploaded on to the Kiss website (www.totalkiss.com).
Kiss will follow this initial stage by branding more than 400 phone booths with the K logo. After two weeks, the ads will include more details about the stations. The campaign follows Emap’s decision to rebrand its Vibe 101 station in Bristol and Vibe FM in East Anglia with the Kiss name.
Bill Griffin, the managing director of Kiss, said: “Kiss is famous for being bold and innovative, and we’re confident that the new campaign will reflect the network’s core values-its fresh, compelling and cutting edge.”
Emap unveils fresh logo for Kiss
The logo, by Odd, is intended to convey its multimedia credentials.
he radio network’s relaunch and expansion in the South-West and East of England.
The logo, by Odd, is intended to convey its multimedia credentials.
Lee Cooper hires ODD for relaunch
Lee Cooper, the denim clothing brand, has appointed Odd to handle its advertising. Its first project will be to revive the FU’s label.
The FU’s brand will relaunch early next year with a range compromising about 20 items. The campaign will be predominantly print-based and will launch within the next six months. Products will initially be stocked in niche boutique stores.
The brand debuted in the 60s, and enjoyed its heyday during the 70s. However, it fell into decline and was axed by Lee Cooper in the 90s.
The decision to revive the FU’s brand was taken following Lee Cooper’s acquisition by venture capitalists Sun Capital, The 180 Group and Emerisque Capital from Matalan for £30.5m last year.
Within the relatively stable denim market, the mid-to top-range brands such as Diesel, G-Star and Replay are the best sellers.
Most wanted: The dress by New Look
They’re beaded, they’re knitted, they’re very, very short
It’s the season of the frock…
Yes, we’re aware that it was The Season of the Frock last season, and probably also the season before that, and that maybe what we’re dealing with here is actually the Decade of the Frock… but you should never examine grandiose statements of fash rhetoric too carefully, and anyway, the fact remains: dresses will rule this autumn. There are the day frocks described overleaf, and also, glam evening numbers like those shown here. Opt for one of the following: luxe slim-fitting jersey dresses (a very big deal from September on); high drama beading and brocade detailing; diaphanous-sleeved 60s style min dresses. All hot. Very
Top left: sweater dress £28. Right: stud detail dress £45. Left: black chiffon min dress £28 all from new Look. Available in flagship stores from mid-August.
The Verdict
Jon Forsyth partner, ODD
I’m not a fanatical football supporter, but along with millions of other people, I love the World Cup.
So while I’m possibly not the most qualified person to comment, the TV coverage of this year’s tournament was a bit rubbish, wasn’t it? I’m not going to go off on a tangent, but a lot of the commentary was bland and the distant angles made it look as if the cameramen were positioned outside of the stadium.
Most frustratingly, they kept cutting away from the best shots-the on-field scraps. So I guess if there was a good time to promote an official alternative commentary, this was it, and talkSPORT was the best candidate.
A great bit of business planning, impressive Fifa negotiation and a well-timed marketing campaign. But this is where the praise stops. It seems a preoccupation with the business opportunity and World Cup association overtook any consideration of imaginative media planning, creative flair or brand-building.
If Stelios launched “easyMedia”, then this is what the output would be: a simple copy-only execution set within block-booked outdoor and print, accompanied by tactical radio, a short burst of pre tournament TV and only a sprinkling of PR. The World Cup is one of the most all-encompassing, exciting, vibrant and culturally diverse events on earth – if you’re going to go anywhere near it, surely you have to do something special?
There are benefits to such a simple approach – a well timed business strategy with a conventional delivery of a simple proposition relies on word of mouth. And, to be fair, initial results suggest the campaign has generated interactivity among listeners and therefore may drive revenue and encourage new listeners. However, as there are no hard results until the next Rajar, I am basing my verdict on a very unimaginative media and creative strategy – a missed opportunity, given the effort of securing Fifa rights and association with one of the most powerful communication areas in marketing.
I hope I haven’t offended any ITV/BBC presenters. However if its any consolation, I happened to watch England vs Ecuador in the US and listened to the ESPN commentator continually refer to Michael Beckham. Bring on South Africa.
Emap picks ODD to make Kiss cool again
A spokeswoman for Kiss says the stations logo has not been updated in more than five years and that it is due attention. ‘Kiss is a youth brand so you have to keep it fresh and revive it on a regular basis.
media group appointed Odd to the project two weeks ago, following a six week pitch with more than five consultancies thought to include Red Bee Media, Designers Republic and This is Real Art.
A spokeswoman for Kiss says the stations logo has not been updated in more than five years and that it is due attention. ‘Kiss is a youth brand so you have to keep it fresh and revive it on a regular basis.
We have already announced that we are looking at completely refreshing the radio sound, and changing the look and image is obviously an important part of that,’ she says.
Odd partner Simon Glover says the work will revolve around a new logo, which can adapt to all of the platforms Kiss inhabits.
A key part of the brief will be to shed some of the ‘street’ image, left from Kiss’s days as a pirate radio station, without harming brand perceptions. ‘I think Kiss has to regain its cool, and that is the task at hand,’ says Stickland. ‘There is probably room for it to grow up a bit, though it needs to stay cuddly and sexy.’
No date has yet been set for the unveiling of the new visual identity. In the March Rajar listening figures, Kiss 100 FM’s weekly reach held steady at 1.3 million listeners, but fell by 10.1 per cent quarter on quarter.
New Look plans cut-price designer fashion ad blitz
New Look is understood to be talking to agencies about its plan to market a cut-price designer fashion range.
The project is believed to be similar to that by rival retailer H&M which last year introduced a clothing range designed by Stella McCartney. The H&M Stella collection launched amid a blaze of publicity, but the stores suffered chaotic scenes as consumers looked for a bargain.
New Look is remaining tight-lipped about its intentions, but it is thought the chain is talking to several agencies about marketing support for the range. It would not confirm whether the project is the same brief – worth up to £3m and comprising largely press and outdoor work- which is already being discussed with agencies (MW March 16).
The retailer is planning its first television blitz this summer, created by Odd, with media through Naked to distinguish itself from its competitors. New Look has concentrated on in-store marketing in the past, but introduced strapline “The New Now” in print work last year.
New Look was taken private in 2004 in a £700m deal backed by investment specialists Apax and Permira. It announced an increase in total sales of 9.2% in the 39 weeks to December 24th, 2005, and chief executive Phil Wrigley also hailed “pleasing” Christmas sales, which he claimed were a success due to a decision not to offer pre-festive discounts.
New Look set to run debut TV campaign
New Look is to run its first TV campaign this summer, marking a further shift away from its traditional in-store approach to marketing.
The fashion retailer will use the TV ads, devised by advertising agency Odd and media strategist Naked, to support its fast fashion ranges.
The TV activity is expected to continue the theme of New Look’s ‘All about you’ campaign, which launches this week and has also been developed by Odd.
The first tranche of work will run in store, while press ads will show models engaging in spontaneous activities such as jumping in the air.
The aim of the campaign is to give New Look a point of difference against rivals such as H&M, which tends to rely on celebrity endorsement.
In September the retailer launches its first brand-focused print activity, which introduced the strap line ‘The New Now’. This was supported by experiential events, including the give-away of £20,000 – worth of clothes to people who queued up outside its London flagship store dressed only in their underwear.
New Look has since extended the strapline across all its communications.
The retailer, which has 543 UK stores, had a successful 2005. In the 39 weeks to 24 December its gross profit rose by 13.9%
Much of New Look’s recent success has been attributed to its prodigious expansion policy, which has seen it grow by 50% since a management buyout in 2004.
Design Week Awards 2006
ODD picked up a commendation (well, strictly speaking joint winner!) at the DW awards last night, for our Ultimate Window Shopping installation for New Look.
The installation ran 24/7 in 3 of New Looks brand flag windows. It allowed people to take a picture of their face and see it transfer digitally onto a mannequins' head - thus allowing shoppers to see what they look like in clothes without even trying them on!
