For the client Vermont, which in Slovakia, the Czech Republic and Hungary represent world fashion brands such as GANT, KARL LAGERFELD, Peak Performance or Odd Molly, we have created a concept and overall creative processing for the campaign taking place during the popular event Marianne Days.
The main goal of the campaign was to attract especially new potential customers by the opportunity to buy a selection of iconic products with a discount of 50% during these days.
We have come up with a universal concept of "I CAN BE ___" that supports the idea of freedom of self-expression. An empty field gives people space to express their personality, mood or style. The key communication element is a square with a color gradient in Vermont brand colours. In the various versions of this creative, an empty field is then filled in with the logos of the individual brands, which, in with the campaign goal, arouses the determination not to deny the premium quality and design that these brands offer.
All of this is reflected in the main idea of the campaign: "Because we believe that everyone can be whoever they want to be."
The offline communication channels of this campaign included a presentation directly in fashion brands stores through the thematic stickers on shop windows, A3 vertical panels with discounted prices for the iconic products, A4 boards that informed about the event details, and also A6 thank you leaflets when buying an iconic product. Except the stores, the campaign was supported also in the offline environment by a radio spot.
Of course, the basic step in an online environment was to create banners for the Vermont homepage, which were linked to a subpage reserved for the I CAN BE DAYS event. However, a key visual in online communication was the video spot, which was promoted on the YouTube platform and on social networks Facebook and Instagram. Supporting elements of online communication included the deployment of a unique cover photo on Vermont's Facebook page, banner posts and stories on their social networks, as well as on the social networks of partner brands and also e-mail for Vermont newsletter subscribers.
Vermont also used the impact of influencers, who communicated the event really creatively. Either, there wasn’t missing shared content from the customers themselves.
The campaign got really positive feedback, so we can most likely look forward to creating upcoming campaigns for Vermont.
To create a unique campaign for new as well as for regular Vermont customers in Slovakia and the Czech Republic. Campaign on the occasion of a special offer for selected iconic products of partner brands for half prices.
- Creative and original campaign with a deep idea and message
- Unified interactive and universal visual that can operate at an international level without losing its relevance