Consistency and impact in the out-of-home ad campaign
“Segui la Z, trovi la moda” (Follow the Z, discover fashion!), so the new communication concept designed by Linea ATC for Z goes. Z is a French brand specialised in clothing lines targeting kids between 0 and 14 years. With this outdoor campaign, launched last 27th of November and involving 38 stores on the Italian market, the company wanted to communicate both its new store openings and the label change, along with its convenience, through a mood which is at the same time smart and witty, consistent with the brand’s tone of voice.
Good things must come to an end, as the saying goes. For Z’s customers the end has been quite put off thanks to a special contest launched which has been keeping customers engaged both in store and online.
Built to tie the purchase in store to the users’ experience on all digital channels, the contest mechanics offered customers three different ways to gain discount coupons or rewards. By buying one item in store, in fact, the purchaser could immediately get a scratch and win card, to compete for one out of 1.000 suits; plus, they could “pick” a discount coupon from a themed box placed in store and play online to win a 150€ shopping card.
Our team managed the process along all users’ touchpoints: from the naming to the design of a light-hearted look&feel, from the creation of all pop materials to the design of a dedicated landing page.