Drugi jezik na kojem je dostupan ovaj članak: Bosnian
bonprix, which is part of Europe’s second largest e-commerce retailer the Otto Group, has launched a new positioning and pan-European campaign. By completely reinterpreting the brand’s tagline ‘bonprix – it’s me’ for 2018’s woman, the new strategy challenges and defies conventional thinking around what women in middle age like – and are like.
‘bonprix – it’s me’ is an ode to women of all ages, shapes, sizes, and walks of life – and shows that when it comes to women and how they see themselves, there’s always more than meets the eye.
The new campaign is part of an internal and external transformation of the bonprix label; undertaken by new creative partner Amsterdam based 180 Kingsday, who won the business in a competitive pitch held at the end of 2017. The brief in the pitch was to come up with a strategy to evolve the brand. 180 Kingsday’s response was to tackle more than just the advertising side of things, but instead the agency has worked closely with key teams at bonprix throughout brand, e-com and operations to facilitate a transformation throughout the business. The new positioning and strategy is a sea change for the brand and aims to increase its relevance, broaden its reach and build a more consistent and inspiring consumer journey.
The e-com giant has rediscovered its identity by tackling head-on the preconceptions and misconceptions around bonprix – and thus by default its target audience of women over 40. The key insight is that women often think that bonprix is not for them. But when they go on the website they realise that the range is so diverse and the quality of the products is so high, that in fact there always is something that’s perfect for them.
The integrated campaign includes TV, print, OOH, digital and experiential activities.