| Заголовок | Subliminal Advertising Experiment |
| Агентство |
TBWA\London
|
| Кампания |
Spring/Summer 1999 - FCUK
|
| Рекламодатель |
French Connection
|
| Бренд |
FCUK
|
| Posted | Декабрь 2001 |
| Продукт |
Fashion Clothing
|
| Бизнес сектор | Одежда, мода и обувь
|
| Слоган | subliminal advertising experiment |
| История | Poster & DPS press ad, oceans of white space, cropped fashion shot, with large headline: 'subliminal advertising experiment'. The words are stacked above each other so that the word 'sex' is spelt vertically downwards. FCUK logo appears in the bottom right hand corner. |
| философия | This campaign built on the cheeky, 'in your face' attitude established for FC by exploiting the myth of subliminal advertising. By hiding 'sex' in the headline we were playing games with our audience, challenging them to decode our message. This involvement of the consumer has been key to the success of the campaign. Media also contributed to the 'subliminal' approach: ambient media such as bus tickets and 5" TV blipverts were used, so that the brand was seen to be ambushing the consumer by popping up in unexpected places. |
| Проблема | Having created a differentiating brand positioning for FC (focussing on the brand, rather than the clothes themselves), the agency was faced with the task of maintaining this distinctive brand attitude, and of keeping French Connection at the forefront of our consumer's mind. A limited media budget needed to be maximised in terms of impact/media attention, as with previous campaigns. |
| Тип медиа |
Печать
|
| Рынок | United States, United Kingdom |
| Креативный директор |
Trevor Beattie
|
| Копирайтер |
Trevor Beattie
|
| Арт-директор |
Bill Bungay
|
