VMLY&R won the tender for the communication campaign for the opening of the first Victoria's Secret store in the Czech Republic with a creative concept that effectively combines offline and online channels.
"When creating the strategy, we based it on a global concept that celebrates the diversity and uniqueness of women. Locally, we built our approach on activation marketing in the offline environment and gradually moved into the digital space. In the early, teasing part of the campaign, we deliberately communicated in a way that aroused curiosity and raised the expectations of the Prague public. The communication emphasised iconic elements of the brand, such as the colour pink. In the advanced phase we ran the campaign mainly online and on social media using influencers and combined this with traditional media and OOH formats to achieve massive reach," says Barbora Vigašová, digital strategist at VMLY&R.
The activation part of the campaign kicked off in the second half of April with a one-day event, Prague in Pink, where selected buildings and objects in Prague were lit up and imaginatively wrapped in pink. At the end of April, an "Express Yourself" art wall was installed at the Prague Exhibition Centre, where passers-by could leave handwritten messages supporting women's self-esteem. In selected locations (Letná, Holešovice, Vinohrady), post-it messages celebrating the uniqueness and beauty of women appeared in random public places and on public transport vehicles. Just before the official opening of the store, goody bags with invitations to the grand opening were distributed in six locations in Prague and radio spots were broadcast.
The campaign also includes influencer activations on Instagram and TikTok. Selected influencers, including Nikol Leitgeb, Nikol Švantnerová and Natálie and Monika Bagárová, received a creatively designed package containing a scented candle in one of Victoria's Secret's signature fragrances. The candle contained the message "You light up every room", which gradually appeared in the burning wax. Influencers were tasked with spreading the word on their channels about the opening of a Victoria's Secret store in Prague, along with a message of celebration and support for women.
The campaign will continue in selected media channels (radio, OOH, social, display and search) after the opening until 18 June.