ERADICATE THE VBL by Mindshare Sydney for Lovable Bras

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ERADICATE THE VBL

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency Mindshare Sydney
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: GAZAL
Product/Service: LOVABLE INVISIBRA
Date of First Appearance: Aug 16 2009 12:00AM
Entrant Company: MINDSHARE , Sydney, AUSTRALIA
Invention Manager: Gail Trueman (Mindshare)
Business Manager: Maria Stilin (Mindshare)
Director of Exchange: Anita Vukovic (Mindshare)
Media placement: Social Media - Facebook - 09/08/2009
Media placement: Magazine Campaign - Cleo - 16/08/2009
Media placement: Outdoor - Billboards - 13/09/2009
Media placement: Experential - Cleo Event - 30/09/2009

Results and Effectiveness
The movement allowed us to maximise our visibility particularly in magazines, with them running a number of editorial features on the “VBL” which equated to $247,563 in added value (more than our overall budget). And despite the small media investment, we were able to surpass our objective and increase overall awareness of Lovable by 7%. Most importantly, the “VBL” movement resulted in a sales increase of 6% YOY and made it the “must have” underwear item over that period.

Creative Execution
Firstly, we needed something to fight against so we began by highlighting celebrity underwear faux pas via a deadly sins Facebook page to make the “VBL” socially unacceptable. Second step was to educate our target on the “VBL” by leveraging those that get it right; enter Jennifer Hawkins (former Miss Universe). We used Jen’s influence in one of Australia’s leading magazines to create some great editorial about “VBL’s” and how to hide them. For the movement to gain momentum we needed advocates that would spread the word. So, we held an exclusive catwalk event hosted by our celebrity saint; Jennifer Hawkins who highlighted the VBL and how the Invisibra will eradicate it for good. Lastly, we needed to broadcast the movement. Jen spoke about the “VBL” on National News show Channel 7 Today Tonight and we used the biggest billboards in key cities to drive awareness of the campaign.

Insights, Strategy & the Idea
Our strategy was to create a new fashion faux pas in Australia; the “VBL” (Visible Bra Line) and to establish a movement to eradicate this deadly sin to successfully launch the Lovable Invisibra (a bra with no visible lines). Lovable needed a visible presence in the marketplace to increase awareness and overall sales by 5%, but this needed to be done with an almost invisible budget of $175,000. The issue Lovable faced is that consideration wasn’t transferring to sales. Lovable needed to go from invisible to first choice by making this bra a “must have” item. To do this, we needed to tap in to celebrity culture where young women take their fashion cues. Women are influenced by those celebs that get it right as well as those that get it VERY wrong. So, it was important we leveraged celebrity saints and sinners for the “VBL” movement to have impact.