Launching BOLD by Louise Redknapp

Harveys

Shifting a traditional “Sale” advertiser into building their brand.

Challenge

Create an impactful launch campaign for the new “BOLD by Louise” range launching at Harveys, leveraging the style credentials of Louise to step change brand perception of Harveys.

Insight

Reach is great for awareness, but consideration needs to be built through surrounding relevant and trusted content to drive positive sentiment.

Idea

Build rapid awareness with high impact activity (TV roadblock, premium outdoor) but drive credibility through rich advertorial content, to leverage the trusted editorial endorsement.

Impact

The campaign will truly land the brand into a new position of style, with Harveys having embraced a refreshingly bold new creative direction from VCCP, with rich, impactful visuals, and a clear shift away from product and price based sales focus of the past.

This campaign has seen Harveys make a shift in measurements of success, with a need to be less reliant on short term sales metrics, and embrace softer brand measures which will help understand the longer term effect on the Harveys business.

This journey is part of the ongoing evolution of the Harveys business which RP2 Media are proud to be part of supporting.