Pimkie: Mini Fashion Bar

Credits & Description:

Client: Pimkie International
Product: Clothing Retailer
Entrant: Happiness Brussels, Belgium
Title: Mini Fashion Bar
Product/Service: Clothing Retailer
Entrant Company: Happiness Brussels, Belgium
Advertising Agency: Happiness Brussels, Belgium
Executive Creative Management: Karen Corrigan (Happiness)
Chief Creative Officer: Geoffrey Hantson (Happiness)
Creative Director: Philippe Fass (Happiness Brussels)
Concept provider/Copywriter: Catherine Hermans (Happiness Brussels)
Art Direction: Laurie Lacourt (Happiness Brussels)
Group Account Director: Nathalie Marchand (Happiness Brussels)
Project Manager: Emilie Dekeyser (Happiness Brussels)
Project Manager: Barbara Devaux (Happiness Brussels)
Graphic Designer: Anna Touvron (Happiness Brussels)
Graphic Designer: Emilie Wauthelet (Happiness Brussels)
Copywriter FR: Bill Bilquin (Happiness Brussels)
Producer: Sophie Gunsbourg (Happiness Brussels)
Production: Bob Jeusette
Editor/Animator: Philippe Blondeau
Web Development: Bliss Interactive/Mobile
Brief Explanation
Pimkie is a 25+ women fashion retailer with more than 750 store is 47 countries. Within the fashion category Pimkie is facing high competition from major brands (H&M, Zara, Mago, …) that are investing massively into advertising and that have a way stronger distribution network than Pimkie. To get a more fashionable image Pimkie had heavily invested in advertising. Unfortunately with little result. Because when it comes to fashion influential women’s opinion beat regular advertising. Brief was very clear but quite a challenge: How would we be able to activate influential women and fashion bloggers to write and talk about Pimkie?
Results and Effectiveness
Never before Pimkie received such a high and positive coverage by influential women, fashion bloggers and fashion journalists. 100% of the Top50 of the most important fashion blogs wrote and shared their view on the Mini Fashion Bar. On top of that 81% of women bought one or more items from the Mini Fashion Bar. And as to the hotels, all of them want to keep the Mini Fashion Bar on a continuous basis, making it a new distribution channel for Pimkie. To top it all, the perception of Pimkie being a fashionable brand clearly increased in qualitative research.
Creative Execution
Pimkie introduces the Pimkie Mini Fashion Bar. It’s just like a regular hotel minibar, but with women clothes. Completely integrated in your hotel room, offering complete outfits to women when they like to shop the most: on vacation.
How it works? Just pick an item or a complete outfit from the Mini Bar and pay when checking out. Just like a regular minibar. Not the right size? Call the concierge.
Insights, Strategy and the Idea
During the European fashion weeks we invented our own media - the Mini FashionBar - to incite fashion blogger and other women's influential to write about Pimkie. To do that we installed the Mini Fashion Bar in over 100 hotel rooms of boutique hotels and invited fashion bloggers to stay in one of these hotels.