2008 Clothing/Cosmetics/Retail Winner

TITLE: Uplifting the Women of Australia
AGENCY: The Campaign Palace
CLIENT: Berlei, Pacific Brands

Sponsored by

OBJECTIVES
To protect its leadership position Berlei needed to reposition as a contemporary brand, moving beyond its functional image. Women needed to feel good about buying Berlei again.

Research revealed two-thirds of women were wearing the wrong sized bra. The agency recognised that the right sized Berlei bra, with its superior shape and support, had the potential to dramatically change the way women look in their clothes – boosting their self-confidence.

CAMPAIGN
For the Uplifting Tour of Australia, Berlei embarked on a mission to “uplift” the women of Australia by getting them in the right sized Berlei bra and feeling fabulous. The distinctive bra-fitting bus, supported by its own integrated local area marketing campaign, travelled around Australia on a grassroots tour –helping thousands of women to redefine their body shape.

RESULTS
Berlei achieved unprecedented uplift in sales, smashing goals and outstripping demand. Likeability, consideration and unprompted awareness all rose higher than any other brand in the underwear category. PR delivered a return on investment of 450%.

Judges’ comments
The entry idea delivered a clear, unconventional way to redefine the brand within a cluttered ‘sea of white’ category. A role for each channel was clearly articulated and the idea was taken through the line to instore with great results. It was unconventional and brave for both media agency and client.