The Challenge
New Look is an international retail brand that strives to be different by delivering fashion to its customers from catwalk to high street faster than anyone else. New Look wanted change. It wanted to change the way it talked to its audience - to increase loyalty and develop a loyal base of advocates for the brand. ODD worked with New Look over a period of 3 years across all its communication channels and over 600 stores.
The ODD Solution
Our new proposition was ‘The New Now’. Its goal was to move New Look away from high-street cheap, to aspirational new fashion that would satisfy the most savvy, celebrity-obsessed consumer. To apply the strategy we wanted New Look to talk more than anyone else about ‘newness’ and create a programme of activity that demonstrated its ability to spot new trends and showcase it in innovative and inspiring ways. Our programme continuously evolved, with a demanding in-store schedule that changed every two weeks across window posters, window dressing, online and advertising. Our out-of-store activity was also aggressively paced, creating a series of innovative promotional and press events.
Results
The campaign surpassed all expectations and generated considerable PR, including front page national newspapers, prime-time Radio One coverage and GMTV; an interactive window display that enabled passers-by to be photographed and become the face of a window mannequin generated over 25,000 over just 3 weeks and went on to win a Design Week Retail Innovation award; ‘Walking Windows’ was ambient theatre that travelled the UK and Europe - literally taking the window out onto the high street. Tied to voucher redemptions, the activity paid for itself in one day and had a 56% spontaneous recall. (Millward Brown); we set a new European record for a store card launch - 66% above targets; • 20% increase in spontaneous awareness of ‘New Look doing something different’.
Links
http://www.newlook.co.uk
See Also
Lee Cooper
Brandcast.tv
Lend Lease Storecards
