Advertiser: BERGERE DE FRANCE
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: THE KNITTED COUPON
Chief Creative Officer: Alasdhair MacGregor Hastie (Being)
President: Bruno Tallent (Being)
Account Director: Emily Lara Rosales (Being)
Art Director: Nicolas Comastri (Being)
Executive Creative Director: Thierry Buriez (Being)
Copywriter: Jeremy Jamet (Being)
The operation was a fun and engaging way to promote the BDF’s DNA (Hands-on creativity, savings and the show-off factor). Also, for the first time ever the Knit-It Yourself Coupon allowed people to put their cast-off wool to use.
Client Brief Or Objective
BDF needed to increase traffic to shops, to increase business to refresh its relationship with its existing customers and wanted to attract new clients.
The idea of the knitted coupon wanted to use a knitter's hobby to create something tangible, that would mean a discount. We hoped people would look at knitting in a new light if they were novices and feel stimulated to attach a value to their work, if they were experts. Due to the totaaly innovative way BDF were speaking to a very conservative customer, we hoped that some knitters would find it amusing and look on BDF as a fun brand.
Difficult to express the final results since the operation started just a few days before this entry was submitted, however if the reaction to the idea on Knitwear related blogs (universtricot, for example) and on Twitter are anything to go by, the in store success (100% pick up of patterns) and the return of the first coupon in just 4 days, are part of a larger interest in the idea, including among younger knitters and non-knitters who were intrigued by the knitted coupon idea.
The Direct marketing titled The knitted coupon was done by Being Paris advertising agency for product: Bergere de France (brand: Bergere de France) in France. It was released in the May 2013.