COLOUR DNA by PD3 London for Lacoste

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COLOUR DNA

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Industry Clothing, Retail, Distribution & Rental companies
Media Promo & PR
Market United Kingdom
Agency PD3 London
Creative Victoria Perkins
Designer Claudia Schroegel
Producer Aimee Hartley
Released May 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: LACOSTE
Product/Service: POLO SHIRTS
Agency: PD3
Date of First Appearance: May 21 2009 12:00AM
Entrant Company: PD3, London, UNITED KINGDOM
Entry URL: http://www.lacostecolourdna.com
Creative: Victoria Perkins (PD3)
Designer: Claudia Schroegel (PD3)
Head Of Design: Gareth Paul Jones (PD3)
Account Director: Cameron Farrelly (PD3)
Producer: Aimee Hartley (PD3)
Media placement: POS (20 Stores- Tent Cards, Window Display, Shelf Dividers, Lanyards, Booklets) - Lacoste Stores (UK Wide) - 21 May 2009
Media placement: Interactive Kiosks (3 Stores) - Lacoste Stores- Bluewater, Regent Street, Westfield London - 21 May 2009
Media placement: Facebook Application - Facebook - 21 May 2009
Media placement: Microsite - Online - 21 May 2009
Media placement: Twitter - Twitter - 21 May 2009

Describe the objective of the promotion.
The objective of the Lacoste Colour DNA campaign was to reignite interest in the classic Lacoste Polo shirt to drive footfall in-store and spur a sales uplift.

Describe how the promotion developed from concept to implementation
Colour DNA encourages you to pick a polo that reflects your personality. Polos were classified according to personality and the science translated into a fun questionnaire based on music and fashion tastes Online customers could answer questions and print a personality type business card. In-store customers could take part in the quiz via interactive kiosks or printed questionnaires handed out via staff. Tent cards explained the concept and polos displayed in store were divided into personality types with a brief description into their personality associations. Alongside creative, we devised a promotion to encourage bulk purchase wrapped under the DNA concept.

Describe the success of the promotion with both client and consumer including some quantifiable results
Colour DNA shows how creativity can overcome current economic trends. Using simple psychology we were able to impact consumer behaviour. With competitors offering lower prices we created a solution that stood out in a saturated market. The campaign allowed each consumer to have a personal & engaging interactive experience that put their choice and personality at the centre of the execution. Achievements • An increase in average spend per customer • Competition mechanic ensured a high data capture rate of 6,565 • Promotional offer encouraged bulk purchase • Staff were motivated 28% increase in polo sales alone

Explain why the method of promotion was most relevant to the product or service
We needed to change consumer behaviour and encourage consumers to think outside of their usual choice in order to increase sales. By approaching shopping behaviour from a different angle, it allowed Lacoste & the store staff to talk about their polos in a new way without changing the product or offering a gift with purchase. With only one product to sell and 53 colours, the concept had to be engaging and stand apart from other competitors. As a high end and premium product, the concept also had to have credibility, so we worked with the renowned Colour Psychologist, Angela Wright.