Taxi Montreal has pulled out all the stops to create new brand positioning for the Smart Set retail division of Reitmans Canada.
Based on market research indicating that Smart Set’s target – young adult women – prefers to develop their own style rather than adopt the look of a particular designer or clothing line.
A rich microsite was created to allow shoppers to check out a variety of outfits – and even to see them in a variety of settings, such as a park or nightclub – by clicking on options that reveal an array of pieces from which they can choose to reflect their individual fashion personality.
Supporting the concept is a new brand signature: ‘Your Fashion Workshop’ in English, and ‘1001 façons d’être moi’ in French. An ad campaign launched in Toronto, Montreal and Vancouver features web and out-of-home messaging driving to the innovative microsite.
‘This new visual brand language, combined with the natural engagement of online media, was designed around the new signature: Smart Set. Your Fashion Workshop,’ explains Taxi Montreal CD of interactive and design Dominique Trudeau. ‘Online, rather than print, is the dominant medium of this campaign, because it is the preferred source of fashion inspiration for today’s young adult woman. We engage her where she lives.’
As visitors experiment with the microsite options, they unlock various tools, called ‘Smart Extras.’ The Smart Extra for a Karaoke Queen scene, for example, includes a video, desktop wallpaper and a unique song.
The campaign, for which Media Experts handled planning and buying, also targets Facebook fans with a ‘Fashion Cubes’ application that lets users create personalized cubes with their own photos. These can be shared with friends and rated for their creativity.
