CAMPAIGNS: Fashion link for Britannic Money move - Brand Awareness

Client: Britannic Money and Russell Sage

PR Team: Lansons Communications and Modus Publicity

Campaign: Britannic Money Dress

Timescale: January - ongoing

Budget: £70,000



When flexible mortgage provider First Active decided to rebrand as

Britannic Money, it asked its retained PR agency, Lansons

Communications, for support.



As the name change was due to coincide with London Fashion Week (LFW) in

February, Lansons decided that Britannic should sponsor a young British

designer.



Russell Sage, known for his innovation and involvement with challenging

fabrics, was identified as a suitable partner, and his PR agency, Modus

Publicity, agreed. As part of the sponsorship deal, Britannic lent Sage

£10,000 in £50 and £20 notes with which to create

three garments, including a Britannic Money Dress.



Objectives



Britannic Money wanted to raise awareness of its new identity and

position itself as a dynamic brand among a target market of affluent

people living in the south-east. In addition, it wanted to increase

sales of its current account mortgage.



Sage wanted to raise his profile with a similar audience and position

himself at the cutting-edge by creating a headline-grabbing debut at

LFW.



Strategy and Plan



To ensure that the money dress was seen as a piece of conceptual art and

not a PR stunt, a series of money garments were designed and fashion

theorist Judith Watt was commissioned to provide comment for a press

pack.



To create awareness of Britannic Money at the fashion show, the PR team

homed in on pink, the financial provider's corporate colour. Journalists

received pink dried flowers and pink champagne was served on the night,

to match the Britannic branding on the catwalk.



Modus was instrumental in the planning and production of the show and

handled all the fashion and broadcast media. This resulted in a maximum

attendance of 350 journalists, including more than 40 film crews and

photographers.



Directly after the show, three TV crews and six influential fashion

journalists went backstage for interviews. These included International

Herald Tribune fashion director Suzy Menkes and The Daily Telegraph

fashion director Hilary Alexander.



Measurement and Evaluation



According to PR planning and research specialist Metrica, media coverage

reached 17.3 million adults, hitting 43 per cent of all people in London

and the south-east and 40 per cent of those in the A and B

socio-economic groups.



Sage achieved the sixth largest volume of coverage during LFW of any

designer, while demand for his collection outstripped his capacity to

supply.



Six weeks after launch, an Omnibus survey by BMRB revealed that

awareness of Britannic Money had increased by 72 per cent among 30 to

50-year-olds.



Results



This campaign was a big success for all concerned, providing a real

boost to Sage's profile and taking Britannic where few financial brands

have trodden before, namely Vogue, Elle, The Sunday Times' Style section

and even Country Life.



In August, the money dress was donated to the Victoria and Albert museum

and further PR activity is expected this December, when the money jacket

and money skirt go under the hammer at Sotheby's Passion for Fashion

auction.



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