BRIEF:
Help The Idle Man connect with 18-25 year old guys
We want you to create a campaign and overarching campaign idea that creates a bang, a campaign that launches The Idle Man into the minds and wallets of young men; positioning us as the go-to store for men’s fashion. Be as creative as you want, but remember the idea must be able to transcend across multiple media formats from social media to TV to digital banners. Which media formats you choose to articulate the idea in is entirely up to you, but we want to see examples of how the idea works.
Response:
Our concept for this campaign was ‘idle in his ways, not his style’. The idea behind this was brought about by the idea that the sort of people who would shop on the site care about how they look and are active in ways, but we all have our idle ways as well. They’d rather preserve their energy for what really matters, like looking good.
This was a nice play on the name of the company that we felt would relate to all men.
Posters:
From the posters, viewers are encourages to upload their own idle habits and share their tips on how to look good, whilst being idle with minimum effort. Using the hashtag, they will be driven to the website, where they can shop, upload and browse through the blog. Doing this generates awareness of the brand and gets people involved and will thus encourage them to use the site and ultimately buy the clothes sold by the company.
Posters in situ:
The poster designs are the first thing that the viewer will see in the campaign, placed in areas where the sort of customers would be regularly, like in shopping centers, on transport vehicles and maybe gyms.
Guerrilla marketing:
In addition to the posters, a guerilla marketing idea would be to have a photoshoot style setuo, in the likes of shopping centres where the public have the oppurtunity to have their photograph taken in a similar style to the posters and asked to submit their idle habits for the copy. These could be used on social media along with the hashtag as well as something for the individual to take away with them.
Social Media:
Examples of the campaign in action, used on Instagram and Twitter. Users can upload their style tips, fashion related photos and even their own idle habits. This is an attempt to hit the target audience where they spend a lot of the time and more importantly gets them involved and talking about The Idle Man, therefore raising awareness of the brand.
Website:
The website re-design was completed so as that the navigation of the site was easier to follow and navigate, because the idle man doesn’t have time to browse through a lot of content. The website uses icons for easier navigation and follows a minimal, easy to follow style.
Outfit Match:
We decided to add a feature that would suggest items of clothing that would work well as an outfit with the item of clothing you are looking at, making it easier for the user to find clothes that suit them and go together.
The manual page on the site, shows outfits that are ready matched and has a direct link to the items and where they can buy them directly, with as little effort as possible.
App:
Similar to the website design, we designed an app that can be used to shop, gets advice tips, upload their own content and share their own #soidle habits and styles.
The Manual:
The idea behind this manual is that customers who shop on the site or follow The Idle Man on social media sites will receive this seasonal issue that contains fashion and style tips, as well as advice and other lifestyle topics.
This book would be sent out as a free issue to those who order clothes from the site and would be sent with their order as an added incentive.
