Passionata-Dessous, the french mid-priced lingerie brand of the Group Chantelle corporation has a new advertising campaign live, combined across multiple media channels.
1 The campaign, promoting the new position as a brand for young self-determined women with a modern look on life, tries to cover the fact that Passionata fashion is usually more expensive than comparable items from other brands that try to attract a mainstream audience.
This is a very different approach compared to other lingerie brands such as Victorias Secret, which aims at a young thinking but mid-thirty customer base. Or Agent Provocateur, which found the niche of wealthy women seeking sexy underwear to revive a young livestyle.
Key part of the combined print and television campaign is a set of 3 thirty-second spots showing average young women going through their daily routine - always looking sexy thanks to Passionata underwear. The central idea is to use exceptional camera perspectives delivering the idea that these garments look good from every perspective.
The campaing developed by DDB, Paris for the German branch Chantelle Lingerie GmbH, Erkrath (near Duesseldorf) makes its marks at reaching the intended 20-39 year old market segment and attributing the product with a romantic, yet practical flair. Part of the brand relaunch is the division of the product line into segments with names such as "City", "Beauty", "Glamour" or - "Passio" the most popular line, sold in over 1 million sets since the campaign start.