2. “A DAY WITHOUT LAUGHTER IS
A DAY WAISTED”.
Frieda Ulsamer de Waard, 2013
maandag 24 juni 13
3. 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
4. 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:
maandag 24 juni 13
5. “Only dead fish swim with the
flow”.
Jack Doom, 1958
maandag 24 juni 13
8. HEMA
• HEMA is a Dutch department store selling products for everyday consumer
needs.
• HEMA’s principle: to make everyones day easier and nice
maandag 24 juni 13
9. 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)
maandag 24 juni 13
10. 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
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.
maandag 24 juni 13
14. 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
16. 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
17. 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.
maandag 24 juni 13
18. 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
20. 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
23. 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.
maandag 24 juni 13
24. 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.
maandag 24 juni 13
25. 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.
maandag 24 juni 13
26. 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
maandag 24 juni 13
27. “What does this mean for our way of
working?”
maandag 24 juni 13
28. “The way to get started is to quit
talking and begin doing”.
Frieda Ulsamer de Waard, 2013
maandag 24 juni 13
