In a first for lingerie brands, the animated “Find The One” campaign, created by Stories AG, will kick off on TV today in the UK to be followed by Italy and Germany.
The video shows an animated version of Triumph and Sports Illustrated model Hannah Ferguson and friends – including a frog and fairy godmother – on the hunt to find “the one” in a lingerie store.
The brand also used Prague’s Filmharmonic Orchestra and musical theatre composer Jason Robert Brown to compose and perform the film’s score.
Suzanne McKenna, head of global brand management at Triumph, told Marketing Week that while at first the brand was hesitant to use animation, they decided to take a risk and go for a “fresh approach” which was “absolutely” inspired by the massive buzz around the Frozen film.
“What I have noticed is that not only kids love Frozen but their mothers do too,” she said. “It’s a wonderful piece of “playground talk”.”
McKenna hopes this strategy will help change consumers’ perceptions of the brand. It is likely also looking for growth on this side of the pond – while it has 2,100 stores worldwide, the UK is not one of its largest markets.
“Triumph as a brand has huge awareness in its leading markets,” she says. “When people are asked about Triumph they have a warmth and empathy for the brand, but it isn’t necessarily their go-to brand for style.”
It is also an effort to showcase its range of products, which cater to various body shapes and sizes, by presenting the brand as “a fairy godmother to 500,000 women”.
“We continually get feedback that women will get fitted in a Triumph store but not necessarily shop with us,” she says. “We are aiming to change that.
“To do so we needed to gain relevant awareness through a fresh approach to our communication, in our stores, via our product lines, but most importantly via the fresh and lively tonality of our brand story.
“We’re not a niche brand,” she adds. “We don’t play in one area and that’s our strength.”
The campaign will run until mid-May and will be promoted through digital and social with the hash tag #FindTheOne as well as through an online hub offering advice to consumers on how to find the perfect bra.
It will also be accompanied by a competition titled “Animate Me” which gives consumers the change to receive an illustration of themselves in the style of the film.