ASIA-PACIFIC – SHANGHAI, CHINA, MARCH 2011 – JWT Shanghai has created a launch campaign for Schiesser’s women’s lingerie line in the China market. The agency won the account last November.
Schiesser, established in 1875, has long been known as a quality men’s underwear brand. Now, Schiesser is entering the China lingerie market through JWT’s Love Charm campaign that taps the universal woman’s desire for love and fantasy and encourages women to make their own wish and share with others.
The highly interactive campaign launched on March 21. The website displays a beautiful love charm tree where girls can hang their charms and interact with others’ charms as well. The campaign is further amplified through a combination of online activities including cooperation with a woman’s lifestyle channel on Sina.com, social networking site, Renren and Weibo feeds. The campaign also includes a print element and a retail element with point of sales and in-store materials.
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Commenting on the campaign, Donald Chan, JWT China CEO said, “The Love Charm campaign is the beginning of a feminine and fantasy journey for this mature and well-established German brand. We are very excited to be working with Schiesser on this brand launch and to provide innovative solutions that will create awareness around their lingerie line in the China market.”
Penny York, Vice Chairman of Dragon Crowd stated, “The lingerie market in mainland China is very competitive. JWT delivered original strategic insight with this campaign that we feel resonates with today’s woman.”
CREDITS
Advertising Agency: JWT Shanghai
Client: Schiesser Damen
Project Name: Schiesser Love Charm Campaign
Executive Creative Director: Elvis Chau
Senior Creative Director: Hu Gang
Art Directors: Paul Yu, Eric Duan
Copywriters: Diana Li, Eva Han
Producer: If Luo
Account Executives: Sarah Shen, Shirley Wu, Rachel Liu, Ted Chen
Digital Executives: Gavin Hu, Lara Chong, Vincent Lin, and Jeff Jin
