Mediaplus and Plan.Net in the Hamburg House of Communication Hamburg have secured the TV and digital media account of Herford-based Leineweber GmbH & Co. KG with their pitch. With an integrated team, the two agencies are taking charge of all traditional and digital media strategy and planning, as well as digital creation for the Brax brand.
The focus of the major campaigns starting from the end of September is intelligent integration of digital aspects, influencer marketing, TV and print. What makes these campaigns unique is that for the first time in Brax’s history, the fashion label is relying on a TV advertisement that has been optimised based on the results of Value Sphere. Value Sphere uses a research strategy from the Munich-based marketing research institute, Facit Research. It sets the type of communication measures based on the target group’s value system in coordination with the brand’s future focus. Print advertisements, which Brax is designing independently, will also be placed at the same time.
Marc Freyberg, Brax Director of Marketing and Ecommerce explains – “In the last few years we have significantly modernised and developed our brand. The next step is to continue to emotionalise Brax using a campaign that has already been created, in order to tap into a new, modern target group. With Mediaplus, we have called in a consummate professional. Together we will amaze the end consumers with our “feel” brand idea and provide the perfect showcase, both online and offline, for the brand in autumn/winter 2017. This is a long-term investment in our brand and in our partners.”
“We are very excited to have won Brax as a new customer for the House of Communication. Together with our colleagues from Plan.Net, we want to give fresh impetus to the brand perception and drive forward Brax brand awareness amongst the fashion-conscious and lifestyle-oriented public. Thanks to the Value Sphere and accompanying value-based media planning, we are superbly placed to advertise across all channels in a tailored and target group-specific manner,” stresses Andreas Fuhlisch, Managing Director of Mediaplus in the Hamburg House of Communication, who is overseeing the account along with Branko Presic, General Manager for Strategy. Managing Director Diana Degraa is responsible at Plan.Net Hamburg.
The newly designed cross-media campaign is primarily directed at the communication target group between 35 and 59 years old. It is aimed at both men and women with a feel for fashion, who set great store by looking good. The Brax claim “feel good” varies over the course of the campaign – from “feel alive” for men and “feel magic” for women, to “feel together” for couples.
Alongside Mediaplus and Plan.Net in the House of Communication Hamburg, the Sassenbach Advertising agency, which created the TV spot, is also involved.
Source: Serviceplan Group