2011 IAB Awards | Product Launch Winner
The Art of Shaping
Agency: BCM
Client: The Triumph International
Strategy
The main objectives of the campaign were to position Triumph as an advocate for the positive portrayal of the female body shape and image and as the modern authority in the shapewear category.
Tactics
The strategy involved becoming allies and advocates for real women – to acknowledge the problem of negative body image and position Shape Sensation as the solution – it’s the tool that makes women feel good as it helps them make the most of their natural assets. The key strategic idea was to launch a quest to find six women, each representative of one of the six body shapes, to act as brand ambassadors for the Triumph Shape Sensation range.
Results
The campaign was an enormous success, receiving TV coverage on all free to air channels with an estimated media value of $1.1 million, plus extensive coverage in newspapers, magazines and online editorials. There were 260,000 visits to the art of shaping website with more than 1,700 women entering the Shape Ambassador competition and over 63,000 people voting for them through their online social networks. In the six week period from campaign launch, retail sales for Triumph Shape Sensation were up 45% over budget.
Judges’ Comments
“Faced with the double challenge of brand perception to target audience and new product launch, the campaign tapped into a strong insight around worries of body shapes and used it to create a positive platform for brand, leveraged through PR, mags, online, content and social endorsement.”
