The online retailer About You , following rapid growth in Germany, Austria and Switzerland, has launched a print, broadcast and OOH campaig...
The online retailer About You, following rapid growth in Germany, Austria and Switzerland, has launched a print, broadcast and OOH campaign in the Netherlands and Belgium, with the help of their first agency in these markets, BSUR.
Following a creative pitch, BSUR won the project and developed a campaign to both launch the About You business in these new markets, and communicate for the first time the brand’s unique take on fashion and the fashion business. Billings were not disclosed by the agency.
The About You site uses its own unique and custom-built technology to learn about consumer’s style and preferences, and make suggestions that are both inspiring and accurate. Behind this, the company has a philosophy that an individual should be able to obey (and dis-obey) whatever fashion rules they want – everyone is unique and should be treated as such without brands or retailers pressuring them to follow any specific style, according to BSUR Account Director, Dan Colgen.
Shot with director Mees Peijnenburg (Halal) and photographer Maxime Ballesteros the campaign was designed to first create intrigue with an enigmatic ‘teaser’ campaign for one week before launching the brand.
Print will be running in publications such as Elle, Cosmopolitan, Libelle, Linda and Grazia along with newspapers De Volkskrant, Trouw, NRC Handelsblad and De Telegraaf.
Björn Hansen, Head of Brand & Advertising at About You commented, “BSUR supported us understanding the Dutch market and creating a launch campaign that perfectly elevated our attitude and brand positioning.”
BSUR (‘be as you are’) is an independent international consultancy and agency creating and re-engineering brands and brand communication platforms. Based in Amsterdam (HQ), Shanghai and São Paulo, BSUR, www.bsur.com, serves global, regional and leading local brands.
CLIENT: About You
PRODUCT: Online Fashion Retailer
NAME OF SPOT: We Love
AGENCY: BSUR, Amsterdam, The Netherlands
Creative Director: Shandor Gancs
Art Director: Damian Isaak
Copywriter: Sofia Arias
Agency Producer: Josepha Dhondt
Production Company: Halal
Director: Mees Peijnenburg
Producer: Ezra Xenos
Post Production: De Grot
Media Schedule: Dutch & Belgian Television