Rimowa Print PROTECTED CLOTHING by Leo Burnett Tailor Made Sao Paulo

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PROTECTED CLOTHING

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Industry Apparel, Clothing & Footwear
Media Print, Magazine & Newspaper
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Alessandro Bernardo
Copywriter Vinicius Stanzione
Released February 2012

Credits & Description

Category: Durable Goods
Advertiser: RIMOWA
Product/Service: LUGGAGE
Agency: LEO BURNETT TAILOR MADE
Creative Vice President: Ruy Lindenberg (Leo Burnett Tailor Made)
Art Director: Alessandro Bernardo (Leo Burnett Tailor Made)
Copywriter: Vinicius Stanzione (Leo Burnett Tailor Made)
Graphic Producer: Zezinho Lima (Leo Burnett Tailor Made)
Accounting Director: Geraldo Mosse (Leo Burnett Tailor Made)
Media: Luiza Camara (Leo Burnett Tailor Made)
Media: Erick Kaizawa (Leo Burnett Tailor Made)
Art Buyer: Stella Crippa (Leo Burnett Tailor Made)
Client Approval: Sérgio Barreto (Rimowa)
Media placement: Protective Packages Used In Laundries - Laundries - 05 February 2012

Describe the objective of the promotion.
Our challenge was to make the Rimowa suitcase noticed by an audience both demanding and of high purchasing power.

Describe how the promotion developed from concept to implementation.
We wanted to bring the high purchasing power audience closer to the Rimowa brand. To do it, we used laundries. After all, in Brazil, laundry services are considered expensive. This was the most innovative and economic way we found to communicate with the consumer in upper social classes, an audience that demands special care for their clothes.

Explain why the method of promotion was most relevant to the product or service.
We developed a new medium, an unusual way to communicate with a demanding audience: The protective wrapping used by laundries. We printed the image of a Rimowa suitcase on each package. So every time customers took their clothes from the laundry, they were surprised by the idea: the clothes seemed to be inside a Rimowa suitcase.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Success was immediate. With a low production cost, we hit the target audience directly. Moreover, the idea became a discussion topic among the audience of the upper classes, generated comments on social networks and most importantly, increased the number of people looking for Rimowa bags in stores.