Shoppingcenter Field s Copenhagen Title Fashion is cool. Attitude is everything City / Country Copenhagen / Denmark Categori C Advertising

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Claus Karlsen
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1 Shoppingcenter Field s Copenhagen Title Fashion is cool. Attitude is everything City / Country Copenhagen / Denmark Categori C Advertising

2 Campaign idea The fashion campaign was based on a celebration to consumers, who dare to be unique through a personal style and innovative use of high-street fashion. Consumers, who dare to show a strong and unique personal attitude A famous Danish fashion model, Oliver Bjerrehuus, with loads of personal attitude and appeal was used as model in the campaign, and host, judge and blogger at the event.

3 Media strategy The media mix should create maximum awareness, visibility and relevance for the target group. It was a 360 degrees cross channel media plan based on a cocktail of traditional media, social media and a strong media cooperation. Facebook & Blog All participants photos uploaded to social media other media Catalogue Outdoor Print Instore Online PHOTO EVENT Dare to show some attitude INSTORe Thank you for showing some attitude Warm up Campaign period Spin off sponsorship of realityshow SBS MEDIA TVC (image) Radiocommercial at 4 different stations SBS channels websites Olivers Kamp website + Facebook Newsletters PR One minute programme Thank you for showing some attitude

4 Sponsorship A sponsorship was signed for a new and different reality-show. Including a call to action in the last programme referring to the event in Field s. Meet Oliver in Field s...

5 TVC TV COMMERCIAL WITH DIFFERENT ATTITUDES FEATURING MODELS FROM THE Catalogue INCLUDING OLIVER BJERREHUS

6 Catalogue Catalogue distributed in approx copies

7 Catalogue All fashion themes in the catalogue had attitude

8 OUTDOOR Strong OUTDOOR MEDIA PRESENCE

9 Yellow.dk Print Yellow.dk FASHION WITH TONS OF ATTITUDE Fashion er cool, men attitude er afgørende. Det handler om at turde være sig selv, vise sin personlighed og gøre det med stil. Med over 140 butikker fyldt med alle de nye trends, får du masser at vælge imellem. Nu er det op til dig vis verden at du er klar til et efterår med masser af attitude og cool fashion. Velkommen i Field s The Shopping Centre of Scandinavia. BILKA ONESTOP H&M HOME H&M ILSE JACOBSEN HORNBÆK MAGASIN LEJEMÅL 125 SAMSØE & SAMSØE TOYS R US NYHED ÅBENT ALLE SØNDAGE Læs mere på fieldslikefashion.dk NEM ADGANG TIL 140 BUTIKKER KONTAKT OS GODE SHOPPINGTIDER Kør direkte til p-pladser i tørvejr Metro, bus og tog til Ørestad Station Fields.dk Fieldslikefashion.dk Facebook.com/fieldsshopping Hverdage Lørdage Søndag 30. september kl FRA Alle søndage THE SHOPPING CENTRE OF SCANDINAVIA FULL PAGE PRINT ADS in selected newspapers KÆMPE PHOTO SHOOT KONKURRENCE LØRDAG OG SØNDAG KL BILKA ONESTOP H&M HOME H&M ILSE JACOBSEN HORNBÆK MAGASIN LEJEMÅL 125 SAMSØE & SAMSØE TOYS R US I Field s photo shoot konkurrence er alle attituder velkomne - de sjove, seje og skæve. Del din allerbedste attitude med os, så præmierer vi med en sjov oplevelse, goodiebags til de første 150, lækre præmier og muligheden for at komme med i Field s næste reklamefilm. Oliver Bjerrehus er vært, Sephora styler og Field s fashionfotograf skyder billederne. Læs mere på fieldslikefashion.dk LET US SHOW YOU SOME ATTITUDE NEM ADGANG TIL 140 BUTIKKER KONTAKT OS GODE SHOPPINGTIDER Kør direkte til p-pladser i tørvejr Metro, bus og tog til Ørestad Station Fields.dk Fieldslikefashion.dk Facebook.com/fieldsshopping Hverdage Lørdage Søndag 30. september kl FRA Alle søndage THE SHOPPING CENTRE OF SCANDINAVIA

10 Instore VARIOUS INSTORE DECORATION ELEMENTS

11 Event GREAT ATTENTION at THE PHOTO SHOOT EVENT

12 Event Sephora played a significant role as part of their opening campaign

13 Event fashion photographer Jacob Kirk and SBS MEDIA covered the event

14 Event Oliver Bjerrehuus played a significant and integrated role in the Campaign, both as model, host, judge and blogger

15 online Sharing the customer attitude photos created great activity on Online medias - including Facebook, Newsletters and Field s Fashionblog

16 Award winning Media strategy The strong cooperation with SBS Media resulted in an award for best MEDIA COOPERATION. THE MAIN REASON WAS THE LEVEL OF INTEGRATION BETWEEN THE DIFFERENT MEDIA PLATFORMS AND THE MESSAGE

17 PR-coverage Great pr coverage at SBS online Media and Olivers facebook profile

18 Unique event documentation The event was recorded and broadcasted at SBS Media TV stations as a unique one minute spot. All the winners were exposed in the spot

19 INSTORE SPIN off ALL THE WINNERS USED AS In-store decoration

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