HEMA BRA CASE

27TH OF JUNE 2013

maandag 24 juni 13

“A DAY WITHOUT LAUGHTER IS A DAY WAISTED”.

Frieda Ulsamer de Waard, 2013

maandag 24 juni 13

FRIEDA ULSAMER DE WAARD / DOOM&DICKSON

• Managing Director of Doom&Dickson • Working in the advertising business since 1994• Started as a trainee followed by account executive, account manager,

account director and client service director.• Worked at agencies as Lintas (Lowe), Ogilvy, FCA! (Publicis) • Love to work at our advertising agency and next to that mother of three

children.

maandag 24 juni 13

DOOM&DICKSON

• Doom&Dickson are the non-existing founders of an Amsterdam-based advertising agency with 25 people.

• An agency with a creative heart and a sharp focus on results.• Working for clients as Amstel Beer, HEMA, Plus Supermarket, Dutch State

Lottery , Softdrink Crystal Clear & Sisi, WarChild• An agency with a clear mission:

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“Only dead fish swim with the flow”.

Jack Doom, 1958

maandag 24 juni 13

maandag 24 juni 13

maandag 24 juni 13

HEMA

• HEMA is a Dutch department store selling products for everyday consumer needs.

• HEMA’s principle: to make everyones day easier and nice

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HEMA, department store

• HEMA since 1926 a really Dutch Brand.

• Approximately 500 stores in the Netherlands, Belgium, Luxembourg, Germany and France.

• Focus on three parts; Household, Food & Fashion.• Marketleader in baby/child, ladies fashion, underwear and socks.

• (fe 1 of 3 children are wearing underwear of HEMA)

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HEMA communication

• Based upon simple communication principles.

• Use of a coloured logo and the HEMA products are often placed on a white background

• ‘really HEMA’ is the slogan for several years• Communication focus on instore and brochure

• Sometimes the use of TV and in 2011 a frequent outdoor campaign with single products.

maandag 24 juni 13

maandag 24 juni 13

maandag 24 juni 13

The situation

• In December 2011, HEMA introduced their mega push-up bra; the bra that adds two cup size.

• It was a new product for HEMA but competitors had already introduce this push up bra

• The HEMA mega push-up bra manages to give everybody a beautiful cleavage.

• Compared to other (Dutch) brands as Hunkemoller and Victoria’s Secret, HEMA is a relatively small player in the lingerie market.

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The market

• A push-up bra that adds 2 cup sizes isn’t a novelty. Many other brands sell push-up bras with the same voluminous promise.

• Especially during a month as December - with sales peaking round the Dutch Sinterklaas feast and Christmas - leading brands as Hunkemoller and Victoria’s Secret dominate the advertising fields with their own take one ‘two cups extra’ push-up bras.

maandag 24 juni 13

maandag 24 juni 13

The goal

• Our goal was to create something that would soon become ‘the talk of the town’.

• Something that would get enough press coverage to help us match up to the big players.

• That’s why we had to come up with a clever campaign that could compete with these brands and their much larger advertising budgets.

maandag 24 juni 13

The strategy

• Compared to brands Such as Hunkemoller and Livera, HEMA is a relatively small player in the lingerie market.

• The communication for these product are really common; showing beautiful ladies wearing those bra and having amazing cleavages.

• That’s why we want to develop something completely different.

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Execution

• We decided to do something that had never been shown in lingerie advertising

• We let a man wear the push-up bra.

• We asked male model Andrej Pejic - who is known internationally for his androgynous look - to model the bra.

• Thanks to the two cups extra his flat chest acquired a beautiful seductive cleavage.

• This was the ultimate proof that HEMA’s new bra did what it promised it would do.

maandag 24 juni 13

maandag 24 juni 13

Execution - Media

• Andrej demonstrated the effect of the bra in three different photos which were featured in an outdoor campaign througout the Netherlands.

• On the posters the name of Andrej Pejic was shown that’s why fashion experts immediately know it was a man.

• From the outset of the outdoor campaign, we ensured that all Dutch media and social media were informed of the fact that the model showing the HEMA bra was a man.

maandag 24 juni 13

maandag 24 juni 13

maandag 24 juni 13

Results - Exposure

• All major Dutch newspapers, radio stations, TV stations and websites covered the campaign.

• This resulted in #HEMA and #Andrej Pejic becoming trending topic within one day.

• It was only a matter of days before the news went global. From Europe to America to Asia... HEMA’s promise was perfectly rendered in all languages. “If a man can look like that imagine what ik can do for a woman!”

• Suddenly HEMA was known as the Dutch lingerie chain instead of Hunkemoller or Victoria’s Secret.

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Results - Sales• While the campaign successfully reached all corners of the world, sales figures

in the Netherlands surpassed expectations. The most common bra sizes were sold out within just one day in HEMA’s online store.

• And all sizes were sold out within three days after commencement of the campaign.

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Succes factors

• The creative idea to do something else to create talk value • The agency, account people to present together with the creatives such an

idea• The courage of HEMA communication people to say yes to the proposal• The small amount of people who were concerned within HEMA.• The courage of the people of HEMA to use a male model and make the

pictures of him wearing a dress and not the traditional way of showing the bra.

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Awards

• With this campaign we won award on different shows in the Netherlands and abroad

• A lamp of the Dutch Art Directors Club Nederland• Gold at the Esprix and Silver and Bronze on the international Esprix.• Silver at Eurobest and Clio• Silver and Gold at Cannes Lions

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“What does this mean for our way of working?”

maandag 24 juni 13

“The way to get started is to quit talking and begin doing”.

Frieda Ulsamer de Waard, 2013

maandag 24 juni 13