Zeeman trouwjurk

From other activation campaigns we know that a good idea spreads itself. To launch the dress a small awareness campaign (outdoor in big cities, facebook advertising), a social media campaign and a press event in a pop up store was enough.
The batches were sold out in just a few minutes.
The Zeeman wedding dress was e news item in many media. In print, online but also in many tv programs. The dress created free publicity with the media value of 2 million euro (more than 30 million mediacontacts). And the dress was 2 days trending topic on internet. The Zeeman dress created a search recoord on Marktplaats: 55.000 search efforts in one day. And Zeeman was the best performing fashion brand in social media, worldwide, in weak 7 (increase engagement PTAT 988%). Webtraffic was 9 times higher than normal. 

the lesson: for succesfull campaign you don't need just a good idea. you need a clear and simple strategy, a client with guts and a perfect execution.

A wedding dress is the highest expense in clothing in the a woman's life. And they wear it only wear one day. To proof that good quality clothing doesn't have to be expensive, we created the idea of the Zeeman wedding dress. For just 29.99 euro. With this dress we underline the brand statement: Zeeman. It can be that simple. 

Essential for success: it had to be a beautifull dress. Also the story behind the dress had to symbolic for the Zeeman way of working. The dress was developed the Zeeman way: at own strength and by keeping things simple. The stylists of Zeeman designed the dress and they were produced at well known factories in a large amount of 1.500 pieces. It was available in just 4 sizes, yet with a wide size range. Thanks to the top of lace and the skirt that is easy to make fit.
The price of the dress is the cost price with the common margin.
The dress was only for sale in the webshop and available in 3 batches of 500 pieces. By doing this we created scarcity and online buzz.
Also the communication of the dress had to be of good quality. We developed a special website (www.zeeman.com/trouwjurk) to give all relevant information and to tell the story of the dress. A special brochure with a wider wedding assortment including dresses for bridesmaids, completed the campaign.

Zeeman has a loyal customer base and wants to become more relevant and more attractive for a broader target group. Zeeman has therefore hightlighted the brand identity and has developed a new brand strategy. The brand essence: remarkable simple for smart people. In the communication strategy the character of the brand is key. Also the brand story: by keeping things simple, Zeeman can offer responsibly made and qualitative products, for low prices. With this story we confirm existing customers in their choice and we create interest from new clients. Research tells us that part of our target group don't shop at Zeeman because of the image of the brand and because they don't know the story of the brand. 

The objective: proof to new and existing clients (focus on women, people who can not spend a lot of money and people that don't want to spend a lot of money) that contemporary clothing of good quality does not have to be expensive. Spread the story of Zeeman and the strength of the Zeeman formula. Open the eyes of new customers and confirm existing customers in their choice. 

This brand activation idea was developed pro-active by our agency. Ofcourse with the strategy and objectives in mind.

Jury Feedback

INTEGRATED / GOLD

‘This is a big and brilliant idea. Perfectly integrated. A wedding dress for 30 euro! Everything is in this headline. Zeeman reinvented their category and the standards of communication. The work is on strategy and on ‘Holland’. Delivering an enormous buzz. This is what ‘integrated’ is all about: a powerful idea, simply executed in different media. It’s advertising for everybody and not for advertising people.‘