JWT Shanghai launches debut campaign for Schiesser lingerie brand

The ad campaign centres around the concept of 'making a love charm and putting it close to your heart to make your wish come true'.

The ‘Love charm’ campaign taps into women’s desire for love and fantasy, encouraging them to make a wish and share it with others.

The interactive campaign, which launched on 21 March, is aimed at 18 to 34-year old female consumers. The dedicated website features a love charm tree where participants can place their charms and interact others’ charms as well.

The campaign is further amplified through a combination of online activities including cooperation with a woman’s lifestyle channel on Sina.com, social networking site Renren, Weibo feeds and a viral video. Further support is drawn from a print and retail element with point of sales and in-store materials. 

Schiesser, established in 1875, is known as a quality men’s underwear brand, especially among older consumers. The agency is charged with changing consumers’ perceptions and promoting the new female product lines.

Donald Chan, JWT China CEO, said, “The 'Love charm' campaign is the beginning of a feminine and fantasy journey for this mature and well-established German brand. We are very excited to be working with Schiesser on this brand launch and to provide innovative solutions that will create awareness around their lingerie line in the China market.”

Credits:

Project Schiesser's 'Love charm' campaign
Client Schiesser Dame
Creative agency JWT Shanghai                                    
Executive CD   Elvis Chau
Senior CD   Hu Gang
Art directors   Paul Yu, Eric Duan
Copywriters  Diana Li, Eva Han
Producer If Luo
Account executives Sarah Shen, Shirley Wu, Rachel Liu, Ted Chen
Digital executives Gavin Hu, Lara Chong, Vincent Lin, and Jeff Jin
Exposure Online, print, POS