BIMA 2012 / DISCIPLINES
Sponsored by
/ DIRECT MARKETING & TARGETED Outstanding examples of creativity, strategy and execution in direct marketing and targeted.
/ LOVE YOUR WARDROBE Produced by: Indicia Produced for: Shop Direct - Very.co.uk
To help women discover their fashion confidence, Indicia brought Very's brand proposition "Style made simple" to life. Experian Fashion segments and Indicia's Interact E data were used to segment the prospect pool into three distinct wardrobe attitudes. Prospects were invited via email and a DM pack to take a revealing online 'style personality' quiz, then redistributed into the communication stream that best matched their wardrobe attitude. Using stylish photography and upbeat copy, potential customers were emailed outfit suggestions that would tempt, inspire and instil them with the confidence to try the latest trends. With 12,667 new customers and an estimated LTV of £9.5 million, 'Love your Wardrobe' successfully demonstrated the value of launching a highly targeted story across integrated media to activate a brand.
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