Rimmel - "Arthouse"

J. Walter Thompson London

J. Walter Thompson London London, Reino Unido

5275

Titulo	Arthouse
Agência	J. Walter Thompson London
Campanha	Reclaiming the Streets of London - Coty
Anunciante	Coty Inc.
Marca	Rimmel
Posted	Novembro 2002
Produto	Exaggerate Hydra Colour Lipstick
Sector Empresarial	Batons, Brilho labial e lápis
História	OMD collaborated with JWT to this campaign
Filosofia	Reclaiming the Streets of London This case documents a journey to reposition Rimmel from beauty on a budget to beauty made in London. From being a tired and dusty brand with little street credibility, it has been transformed into a cool London kitsch brand. The radical and new approach to communication was spear headed by Kate Moss (the girl from Croydon) and involved communicating with consumers on their terms, not ours. In only six months Rimmel achieved a sales uplift, a 25% increase in profitability, re-connection with younger users and improved image perceptions.
Tipo de Mídia	Televisão
Comprimento	30 seconds
Mercado	Reino Unido
Actor/celebridade	Kate Moss
Director criativo	Robin Harvey
Director de arte	Robin Harvey
Redator	Jason Berry
Director de publicidade	David Allan
Realizador	Andy Morahan