Context You fly to Belgium to be part of the creative team behind PrimaDonna. PrimaDonna is a Belgian based brand devoted to women’s curves, offering bras with cup sizes up to ‘J’. Their lingerie is sold worldwide, meets the highest quality standards and is said to be one of the best brands for women with bigger breasts. Although the brand has invested much into beautiful designs and models, it still has the perception of being a corny brand for older people. Nevertheless, protecting your ‘future’ breasts starts at a young age. And since the average cup size is increasing, the need for a good bra becomes more and more important. That’s why PrimaDonna wants to attract a younger target audience by fighting the prejudice of being ‘old-fashioned. Since the brand has a quality that surpasses every other brand, we know people become loyal after having experienced the product. In our campaign we indirectly want to deposition other brands that do not ‘take care’ of your breasts. And this without starting a head to head fight with these other brands. Challenge Trial Introduce PrimaDonna to a younger target audience: 15-35y. The primary goal of this campaign is to convince them for a trial, by reducing the barriers to buy a rather expensive bra (compared to big retail brands who are in a lower segment). Communicate in an engaging, young and fresh way. Deliverables Develop a communication concept that engages the youngsters in a fresh, feminine and qualitative way. You will have to think broad. On the one side you’ll need a concept that attracts youngsters, but on the other hand, you may not lose the existing target audience.

1. Take Control of Sexy!
Prima Donna
Aug. 14. 15

2. TEAM
Yeiniz, AD –
yeiniz.n@gmail.com
Adenike, Photo –
akinbisehin.adenike
@mail.ic.edu

3. Convince a younger
audience for a trial, by
reducing the barriers to
buy a rather expensive
bra.
Communicate in an
engaging, young and
fresh way.
BRIEFING

4. KPI’S
Response for trial
Reach a younger
audience:
15-35y.
Change perception:
‘old-fashioned.’

5. STRATEGIC
INSIGHTS
Your bras and panties
express your personal
style and/or state of
being.

6. STRATEGIC
INSIGHTS
Men like it sexy, women
like it comfy.
37% of men chose the
skimpiest underwear,
2/3 of women would rather
wear a fuller
coverage.
Only 20% of women
actually match their
underwear.

7. BIG IDEA
Take control of sexy!
Sexy is all about feeling
confident. Prima Donna
provides comfort in the
most beautiful way.
In the same way, vintage
Pinup embraces style that
is both Confident &
Beautiful.

8. RATIONALE
Pin-ups have a totally
magical quality to
them. They're a
heightened version of
us on our boldest,
sexiest day. If we
choose, we can have
this superpower of
being a beautiful
creature who draws
people in, but also
conveys an
unapproachable
ferocity along the
lines of, 'Don't get too
close or I’ll punch you
in the face.'

9. STRATEGY/ PLANNING
Phase 1
Visual Concept:
Refresh the brand promise
and image.
Phase 2
Conversation:
Young, fun and fresh
campaign that talks to a
younger audience.
Phase 3
Engagement:
Reinforce the campaign through
interactive POP promotions and
social media strategy.

10. VISUAL CONCEPT!

11. GIRL
CODE
For 150 years Prima Donna has
been committed to embracing
women’s natural beauty. And
that’s exactly what we want to
keep on doing: breathtakingly
gorgeous and perfect-fitting
lingerie for every woman who
takes a large cup.
Prima Donna lingerie provides
the best quality and comfort so
that women can embrace their
curves and take control of sexy.

12. Mood Board
Take control of sexy!
Inspired by Pin Up
PRIMA DONNA
LOOK

13. Execution
Young and fresh new look.
Art Director/ Designer:
Yeiniz
Photographer:
Adenike
Model:
Wiwi Adorno

14. CAMPAIGN
EXECUTION

15. CAMPAIGN
EXECUTION

16. CONVERSATION!

17. Take control of sexy.
They don’t know why they
look. We do…
CAMPAIGN
EXECUTION
TV Spot

18. ENGAGEMENT!!

19. SOCIAL
MEDIA MESSAGE
#TakeControlofSexy

20. POP
PROMO
In-store pin up
Beauty party.

21. WE LEARNED
• Imagery reflects the
voice and promise of
a brand.
• Consistency with that
promise is crucial.
• The consumer must
feel inspired or driven
by the brand in order
to build a strong
relationship