| 标题 | Subliminal Advertising Experiment |
| 广告公司 |
TBWA\London
|
| 广告战役 |
Spring/Summer 1999 - FCUK
|
| 广告主 |
French Connection
|
| 品牌 |
FCUK
|
| Posted | 12月 2001 |
| 产品 |
Fashion Clothing
|
| 行业领域 | 服装、时装和鞋类
|
| 广告口号 | subliminal advertising experiment |
| 剧情简介 | Poster & DPS press ad, oceans of white space, cropped fashion shot, with large headline: 'subliminal advertising experiment'. The words are stacked above each other so that the word 'sex' is spelt vertically downwards. FCUK logo appears in the bottom right hand corner. |
| 哲学 | This campaign built on the cheeky, 'in your face' attitude established for FC by exploiting the myth of subliminal advertising. By hiding 'sex' in the headline we were playing games with our audience, challenging them to decode our message. This involvement of the consumer has been key to the success of the campaign. Media also contributed to the 'subliminal' approach: ambient media such as bus tickets and 5" TV blipverts were used, so that the brand was seen to be ambushing the consumer by popping up in unexpected places. |
| 问题
| Having created a differentiating brand positioning for FC (focussing on the brand, rather than the clothes themselves), the agency was faced with the task of maintaining this distinctive brand attitude, and of keeping French Connection at the forefront of our consumer's mind. A limited media budget needed to be maximised in terms of impact/media attention, as with previous campaigns. |
| 媒体类别 |
平面
|
| 市场 | 美国, 英国 |
| 创意总监 |
Trevor Beattie
|
| 文案 |
Trevor Beattie
|
| 美术指导 |
Bill Bungay
|
