Campaign New Look, The New Now
Client New Look
PR team Splendid Communications
Timescale April 2005-February 2006
Womenswear retailer New Look is always on the lookout for catwalk trends, and tries to get cheaper versions of high fashion into its stores as quickly as possible.
It wanted to raise awareness of its ‘fast fashion’ credentials, and brought in Splendid Communications on a short-term contract to target women via national media.
To sell-in stories about New Look that reflect its ‘of the moment, fashion and humour’ brand values. To raise awareness of New Look during four critical periods: pre-summer, high summer, autumn and Christmas.
Strategy and Plan
The key to the ten-month campaign was the calendar hooks. In June 2005, Splendid created a dress made from strawberries for Jennifer Ellison, to coincide with the opening of the Wimbledon tennis tournament.
In high summer it responded to warnings of an imminent heatwave by designing the Tan-Timer Bikini – a bikini that beeps every 20 minutes to remind the wearer to turn over and avoid the risk of sunburn.
To celebrate the arrival of New Look’s autumn/winter collection, Splendid set the public a challenge: ‘How far would you go for fashion?’ It offered vouchers for free clothes to customers who queued in their underwear at the Marble Arch store on the collection’s launch day. This was promoted in partnership with Kiss 100, as well as by model Nell McAndrew, who queued in her underwear with around 500 members of the public.
At Christmas, the PR team created a ‘Give yourself for Christmas’ service, whereby customers could buy a new outfit and have themselves ‘hand-delivered’ in an adult-sized gift box – ie, ‘giving themselves’ to their partners.
Measurement and Evaluation
Ellison appeared in the Daily Star, Daily Record, Girl About Town, Loaded Online and the Bristol Evening Post. The Tan-Timer Bikini received a full page in the Daily Mirror and appeared in the Daily Express, The Sunday Times, Daily Record, Irish Independent and Brighton Argus.
BBC Online, Radio 1 Newsbeat, News4.com, Japan Today, Financial Express (India) and DinSide Reise (Germany) also covered the campaign at some stage.
‘How Far Would You Go?’ secured coverage in London’s Metro and the Dundee Courier & Advertiser, and on urbanjunkies.co.uk and Heart 106. ‘Give Yourself for Christmas’ was featured in the Daily Express and Daily Mail, and on This Morning, Sky News and Radio Lancashire.
The Tan-Timer is to be mass-produced for New Look this year. The Give Yourself for Christmas service sold out within three weeks.
The campaign achieved 130 items of news coverage across broadcast, print and online media.
Daily Express features writer Mernie Gilmore sampled the Give Yourself for Christmas offer: ‘It worked brilliantly and I had such a good time. It was a fun and original Christmas idea and perfect for our section. It worked well with pictures, too. There was a shot of me in the box with my boyfriend looking bemused.’