Triumph is a well-known worldwide producer of lingerie, underwear, swimwear and night clothes. It has a women’s and a men’s line. Triumph has been scoring with its own shop formula for several years. The Sloggi and Valisere brands are also sold in its own shops, alongside Triumph of course. In 2010, Shapewear (figure correcting lingerie) caused a fast furore in the lingerie market. The aim was to also spotlight the Triumph Shapewear collection.
RCA used multichannel communication for the Triumph Shapewear Benelux campaign. We also created an international classic visual campaign in a selection of women’s magazines. We focused on atypical types of communication such as product placement in fashion productions, round-table conferences and amusing fitting sessions. During these sessions, journalists and consumers were able to exchange information.
The choice of using atypical types of communication alongside the classic channels had a refreshing effect. Both older and younger consumers became convinced that Triumph Shapewear is not in the least ‘passé’. On the contrary, it became a ‘wanna have’ that should be included in all lingerie cupboards, as was indicated in the sales figures.
Here’s a quote of the customer itself: "Well thought-out approach of RCA: a perfect mix of image/product advertisements and atypical productions!"
