Kiabi - Communication campaign for the opening of new stores in Italy
Campaign to support the opening of 10 points of sale
- Communication strategy
- Concept & content creation
- Below the line
- Web design & digital activation
- Events & exhibition
- Communication materials for openings
- Billboard campaign
- Online contest
- POP video
- POP materials
- Guerrilla marketing
- Event management
On the occasion of a series of new store openings in Italy, Kiabi, a French brand specializing in affordable prêt-à-porter, was looking for a big idea for a complete, effective and – why not? – unconventional communication campaign, able to engage the widest possible audience.
ATC accepted the challenge with enthusiasm and the confidence that comes from consolidated expertise accumulated over the years in the field of in-store communication.
The key-concept "Kiabi colours life" provided the golden thread of a series of actions planned on the basis of a strong synergy between online and offline. The goal of the project team was to increase the brand’s reach compared to traditional touchpoints. This is why, in the strategic process, engaging and impactful activities both in the city and on the web were proposed, starting with a catching activation, then deploying games and prizes in line with the Kiabi brand essence.
A multi-channel communication plan, with creativity, production and logistics closely interconnected, divided into three steps: teaser, store opening and follow on.
The weekend preceding the openings, a billboard campaign and a teasing editorial plan on Facebook were reinforced by guerrilla marketing activity in the cities involved: a group of professional dancers, in multicolour Kiabi costumes, performed a fun urban dance routine, which was followed up with invitations and free gifts distributed by a team of promoters.
The two-day opening included a mini-event in-store: playing a "Wheel of Fortune" with the support of a digital totem, customers could win up to €100 in shopping vouchers. A success that continued online throughout the following week, generating further sell-outs.
The key concept was the golden thread of a series of actions based on a strong synergy between online and offline