LOUD has brought Nancy Ganz shapewear out of the back of the closet and into women’s hearts.
“The Shapewear category has traditionally been a somewhat confusing sea of black and beige on the store floor. So for something that’s come such a long way fromboth a product and consumer perception, this really had to change,” LOUD partner and executive creative director, Steven Thomson, stated.
The new campaign, It Starts with Nancy, will run over the next 12 months, covering print, digital, packaging, in-store POS, social, website and blippar.
And it’s all about attitude. LOUD has made Nancy Ganz shapewear not about hiding who a woman is, but about emphasising “what she’s got’. The campaign positions Shapewear as the foundation for both look and confidence.
Janine Anggara, category manager for Nancy Ganz commented, “We really wanted to change how women felt when shopping and make it a much easier and positive experience. Nancy is about providing solutions, so we started with those and introduced a simple colour-coded navigation and organised our range around the area’s most women want to target, Tummy, Thighs, All Over and Love Handles. All products were designed for one of these solution areas.”
To accommodate the growing use of mobile, LOUD has developed an augmented reality and image recognition experience with Blippar as part of the campaign. Customers can interact with Nancy products, unlocking interactive experiences such as the Virtual Stylist, that offers helpful tips and an in-depth knowledge about each Nancy Ganz garment.
Steven Thomson added, “Blippar innovation enables us to showcase the range in greater detail, while introducing customers to our Virtual Stylist for help and tips around each particular garment. This also means product and branding information can be constantly updated without affecting existing packaging or visual merchandise.”
Creative credits:
Agency: LOUD
Executive creative director: Steven Thomson
Creative director: Paul Bennell
Art director: Kiah Barker
Content Writer: Christian Kernot
Head of digital: Tom Hartney
Head of production and studio: Steve Dube
Senior account manager: Kristy Leslie
Partners:
Media Agency: Frontier Australia
Photographer: Simon Lekias
Stylist: Amanda Newman
