LOUD has launched a new campaign for Aussie shapewear brand Nancy Ganz.
LOUD’S campaign “It Starts with Nancy”, will launch in September and run over the next 12 months, covering print, digital, packaging, in-store POS, social, website and Blippar.
Designed in Australia using the latest in fabric technology and technical fitting expertise, Nancy Ganz Shapewear and Swimwear smoothes and sculpts the body, targeting traditional problem areas while enhancing natural assets.
LOUD’s challenge was to create a buying and wearing experience to fit every woman physically and emotionally. “The Shapewear category has traditionally been a somewhat confusing sea of black and beige on the store floor. So for something that’s come such a long way from both a product and consumer perception, this really had to change,” said LOUD partner and executive creative director, Steven Thomson.
At the centre of the campaign is a message of support and empowerment, with each solution area carrying a positive message that emphasises a woman’s beauty. The campaign positions Shapewear as the foundation for both look and confidence. It’s the first step to creating a sleek figure that compliments any wardrobe and attitude on every occasion.
Janine Anggara, category manager for Nancy Ganz said, “We really wanted to change how women felt when shopping and make it a much easier and positive experience. Nancy is about providing solutions, so we started with those and introduced a simple colour-coded navigation and organised our range around the area’s most women want to target, Tummy, Thighs, All Over and Love Handles. All products were designed for one of these solution areas.”
With mobile usage among female consumers growing rapidly, LOUD has developed with Blippar an augmented reality and image recognition experience. Customers can interact with Nancy products, unlocking interactive experiences such as the Virtual Stylist. The face of the Virtual Stylist stars Amanda Newman, and offers helpful tips and an intimate knowledge around each particular garment.
Thomson added, “Blippar innovation enables us to showcase the range in greater detail, while introducing customers to our Virtual Stylist for help and tips around each particular garment. This also means product and branding information can be constantly updated without affecting existing packaging or visual merchandise.”
LOUD team:
Executive Creative Director: Steven Thomson
Creative Director: Paul Bennell
Art Director: Kiah Barker
Head of Digital: Tom Hartney
Head of Production and Studio: Steve Dube
Senior Account Manager: Kristy Leslie
Client:
General Manager Marketing PVH Brands
Australia: Dianne Taylor
Partners:
Media Agency: Frontier Australia
Photographer: Simon Lekias
Stylist Amanda Newman
Talent: Maddie King & Kelly Downey
