January 2013 saw the launch of a new multi-channel, global campaign for Freya’s Deco lingerie which will run until December 2013 under the slogan ‘Wear Whatever You Want, Everyday’ … with a little help from your Deco bra of course! Underlines reports on this high profile brand awareness campaign for the most iconic bra under the Freya label.
Launched in 2009, Freya has sold over 300,000 Deco bras, and the range proven something of ‘a jewel in the crown’ for the brand. The versatility of the smooth seam free cups, amazing shape, great fit and rounded look made the Deco series an overnight sensation and the continuous development of the range with additions such as the first ever moulded soft cup bra ensures its constant popularity with a very wide demographic group.
The campaign includes:
– A dedicated microsite, www.freyadeco365.com with a unique Deco gallery to see all the ranges and a well executed video, showing how Deco can suit anyone’s style, available in 4 languages;
– The Deco Style Wall, where fans can win prizes by showing their style and how Deco supports their look and outfit. There are monthly prizes of Deco underwear, a chance to be featured on the style wall and in the quarterly campaign adverts, entire Deco collections or an £1000 shopping spree with a stylist!
– The campaign will be supported online through integration with Facebook, Twitter, Instagram, Pinterest and Polyvore and retail customers with online sites are also promoting the campaign;
– Offline activity will include a series of campaign adverts, PR activity and point of sales materials with retailers – items such as window kits with show cards, banners, stickers and leaflets.
The Deco series was the obvious choice to raise the brand portfolio as Ann-Marie Manley, Head of Marketing, explains: “Ask anyone the bra they associate with Freya, and Deco will be their answer. Whilst the lingerie market is flooded with t-shirt bras, many women that have a cup size larger than a B or C really struggle to find an everyday solution that offers them amazing support and is versatile enough to wear over and over again under every outfit.”
And of course it is the sheer scale of the cup sizes offered by Freya in the Deco range which means it is a first choice for many women – from 28-38” back (B to GG cup) in a variety of styles such as moulded soft cup, moulded half cup, strapless moulded and moulded plunge. Whatever the outfit shape, be it bodycon, close fitting, one shoulder, strapless, sweetheart, v-neck, racer or low back one of the Deco bras will suit. And the pricing which starts at £27.00 should also suit most pockets! And this is very much a campaign aimed at ‘ordinary’ women everywhere.
“Whilst it is great to have celebrity fans for the brand, our strategy is very much to promote the personality of the Freya brand which is fun and fashionable and constantly on trend and we want every woman to relate to the campaign, it’s down to consumer demand that the Deco range has expanded and been so successful. The Deco campaign is all about real women showcasing how they wear Deco and the different outfits they choose to wear along with it, this is why the Deco Style Wall element we’ve launched for the campaign is so special – you can wear a whole host of different looks with Deco and each person’s entry is going to be different!,” commented Ann-Marie.
