Triumph Promo, Case study THE ART OF SHAPING by BCM, Australia

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THE ART OF SHAPING

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Promo & PR, Case study
Market Australia
Agency BCM, Australia
Creative Director Marco Eychenne, Nick Ikonomou
Released March 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TRIUMPH INTERNATIONAL
Product/Service: SHAPE SENSATION SHAPEWEAR
Agency: BCM
Creative Director: Marco Eychenne (BCM)
Creative Director: Nick Ikonomou (BCM)
Writer: Jeff Smith (BCM)
Group Account Director: Michele Prescott (BCM)
Head Of Channel Planning And Integration: Joanne Stone (BCM)
Agency Managing Partner: Paul Cornwell (BCM)
Account Director: Angela Bozzi (BCM)
Interactive Producer: Kim Harper (BCM)
Head Of Interactive Strategy: Nathan Bush (BCM)
Media Planner / Buyer: Malina Redwood (BCM)
Interactive Designer / Developer: Aaron Lepik (BCM)
Interactive Developer: Andrew Smith (BCM)
Agency Producer: Shane Ford (BCM)
Search Engine Marketing Specialist: Emmeline Dorsey (BCM)
Public Relations Photographer: Henryk Lobaczewski
Writer: Jesse Richardson (BCM)
Media placement: Social Media (Including Facebook Ads) - Marie Claire Magazine's Facebook Page, Facebook Generally, Plus Twitter - 2 March 2011
Media placement: Customised Website - Online - 2 March 2011
Media placement: Banner Ads - Yahoo7, Marie Claire, Let's Shop - 2 March 2011
Media placement: Editorial - Marie Claire Magazine - 2 March 2011
Media placement: Press Ads - Marie Claire Magazine - 2 March 2011
Media placement: SEM - Online - 2 March 2011
Media placement: Ambient Stunt - Sydney Central Business District - 7 March 2011
Media placement: EDMs - Famous Magazine's Database - 9 March 2011

Insights, Strategy & the Idea
As one of the last brands to enter the market in the Shapewear underwear category, Triumph needed an innovative media strategy to connect with the women of Australia. The campaign objectives were:
- To position Triumph as an advocate for the positive portrayal of the female shape
- And as the modern authority in the Shapewear category
- To increase retail sales by a minimum of 10%
- To reposition the brand to a younger more fashionable consumer.
Previous brand tracking indicated that Triumph was perceived as solid and traditional, but a bit old-fashioned.
The key insight was that no matter what age, women of all shapes and sizes wrestle with their body shape. The strategic opportunity was to acknowledge the problem and position Shape Sensation as the solution. The tool that makes women feel good, because it helps them to make the most of their natural assets.

Creative Execution
An approach was devised wherein the less than flattering and widely resented labels given to women's body shapes such as 'pear' or 'apple' were renamed with the names of the great artistic masters, e.g. ‘Ruebens’ and ‘Boticelli’, which celebrated and revered women's shapely forms.
We commissioned market research, The Shape Report, to quantify how women felt about their bodies. The strategic idea was to launch a quest to find six women, each representative of one of the six body shapes named for the artistic masters, to act as brand ambassadors for the Triumph Shape Sensation range. At the heart of the campaign was a website: theartofshaping.com, empowering and celebrating the feminine shape with style and creativity.
Channels utilised to drive consumers to the site and bring the campaign to life on the street included:
- Magazine partnership (Marie Claire)
- Social media
- Online advertising, banners, EDMs
- PR/events.

Results and Effectiveness
The promotion ran over a 6-week period, and considering Australia’s small population of 22 million, the results were outstanding:
- Retail sales for Shape Sensation up 45% over budget
- Over $1.1m worth of free TV coverage was generated (including coverage on the 4 major TV networks)
- National newspapers and magazines also covered the story
- More than ¼ million women visited the site
- Over 1,700 entered the competition
- 63,000 voted through social networks.
The campaign positioned Triumph as an advocate for women and it continues to promote the positive portrayal of female body shape and image.