Mufti wanted to define the concept of 24/7 living in jeans for their target audience, and introduce the product solely through digital media.
The idea here was to take the concept of Joggers beyond a mode of convenience and comfort, and expand it into an attitude and lifestyle.
We halped on the impossible that could be achieved with the right mind-set – including keeping a woman happy – through social teasers, a video; a digital survival guide, and a microsite.
We entered and conquered this unchartered territory, claiming it as our own. Soon enough, consumers expanded the idea for us with 72mn ad impressions!
Mufti wanted to launch Joggers – their new range of hybrid jeans in jersey and denim, designed for a 24/7 lifestyle. All this, with the concept of 24/7 living for their target audience, while launching the range only on digital channels. We took the concept of Joggers for comfort, and expanded it into a mind-set. Soon enough, you can do anything in Joggers, became, you can do anything with the right mind-set. Even the impossible – keeping a woman happy! We launched the #KeepHerHappy campaign with a digital-only survival guide on keeping the women in our TG’s lives happy, and doing the impossible. With this, we entered unchartered territory. While we created content on keeping her happy, our audience made the noise for us!
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