Business Challenge:

The goal of the Primark campaign was to create buzz and media attention for the affordable fashion brand. The challenge was to dispel the notion that fashion must be expensive to be stylish and trendy, while showcasing Primark's offerings as affordable and accessible to everyone.

Creative Challenge:

The creative challenge was to design a campaign that would surprise and delight consumers while effectively conveying the message that Primark provides stylish fashion at affordable prices. The strategy involved creating a fake high-end fashion brand and getting its collection featured on London Fashion Week's runway, only to reveal that it was, in fact, Primark all along.

Key Message/Offer:

The campaign's key message was that "Fashion was never expensive." It aimed to challenge the notion that high-end fashion is the only option for style and trendiness, highlighting Primark as a budget-friendly alternative without compromising on style.

Campaign Goal:

The primary campaign goal was to generate buzz and media attention, positioning Primark as a fashion-forward and accessible brand. Additionally, the campaign sought to drive website traffic, increase social media engagement, and boost sales of Primark clothes, both in-store and online.

Creative Strategy:

The creative strategy revolved around the element of surprise. Utilizing massive billboard advertisements in fashionable upscale districts, the campaign promoted the fake high-end brand's collection, garnering attention and curiosity from passersby. Social media and influencer marketing were leveraged to create a buzz and generate media coverage surrounding the mysterious brand. The tagline "Fashion was never expensive" reinforced Primark's affordable and trendy image.

Implementation and Benefits:

The campaign's implementation involved orchestrating the fake high-end brand's collection to appear on London Fashion Week's runway, piquing the interest of fashion enthusiasts and media outlets. The element of surprise, revealing Primark as the mastermind behind the collection, aimed to disrupt preconceived notions about fashion and affordability, positively impacting Primark's brand perception.

Measurement:

Success would be measured through various metrics, including social media engagement, website traffic, media coverage, sales of Primark clothes (both the promoted collection and overall), and surveys conducted with customers who participated in social media activations. The campaign's return on investment (ROI) would be a key indicator of its effectiveness compared to average advertising campaigns.

The Primark campaign challenged conventional beliefs about fashion, proving that stylish and trendy apparel can be affordable. By surprising and delighting consumers with the fake high-end brand reveal, the campaign aimed to create buzz and media attention, positioning Primark as a fashion-forward and accessible choice. The success of the campaign would be measured through various metrics, demonstrating its impact on Primark's brand perception and sales performance.