A jacket on all channels – Medienwerft is developing a campaign for MONA
It is the season’s must-have item – and thanks to Medienwerft now also extremely fashionable: the light down jacket from the mail-order retailer MONA is advertised by Medienwerft with a large multi-channel campaign. On- and offline, all advertising media were developed and designed by Medienwerft. The result is an attention-grabbing, emotional presentation that is appealing and sells..
Medienwerft convinced MONA with an approach in which the fashion expertise of MONA is highlighted by inspiring photos and comments from a stylist. At the beginning of the campaign there was a large photoshoot, which was jointly controlled by MONA and Medienwerft. This resulted in emotional motifs with a campaign model as well as inspiring, extraordinary product photos, the basis for the unique look and the memorability of the campaign.
The timing was ambitious: in just 3 months, a total of 44 different online and offline advertising media were created. In addition to the insert, advertisement and double page spread in the catalogue, a teaser, landing page, prize draw, newsletter and banner were created. Additional support came from the area of social media with Facebook posts and texts for MONA magazine.
On the basis of a precise impulse chain, the customers were given the core message “soft and cosy. Totally hot.” for a total of 9 weeks addressed to various channels. The entire campaign – from the development of the campaign idea to the graphic and textual implementation up to the accompaniment of the photoshoot – was in the hands of Medienwerft, which was thus able to utilise its creative potential.
MONA is fashion for women with style – and has been around for 85 years. What began with ladies’ stockings in 1930 is now a shipper of everything that makes the heart of women’s fashion beat: the range includes elegant and comfortable clothing, accessories, jewellery, bags and shoes. The company, with its headquarters in Pforzheim, is active in Germany, Switzerland, Austria, the Netherlands, Belgium and France and belongs to the Klingel Group.
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HENDRIK VAN LAATEN
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