Store differently, enjoy more.
Supervision from 2005 to 2013 and from 2017 by:
Distribution area of the campaign: Vienna & Eastern Austria
Initial situation
The Ringstrassen-Galerien offer an urban shopping experience right next to the Vienna State Opera. In 2017, the advertising budget will be re-bid and the mall will be repositioned. REICHLUNDPARTNER can successfully win back its “old” client in the following pitch.
Strategy
The Ringstrassen-Galerien do not offer their customers “more of the same”, but surprise with many, mostly owner-operated boutiques and “affordable luxury”. This feature makes the mall unique and the strategic direction clear. The claim sums it up: “Shop differently in the boutiques of the Ringstrassen-Galerien.”
Implementation
Feminine and sympathetic illustrations by artist Sophie Griotto elevate the focused strategic counter-positioning into the world of fashion and beauty.
The campaign can be seen on classic advertising media, at and around the POS, on means of transport and on city lights. The website and social media presence score points for their topicality and play an important role in the communications mix.
In keeping with the print design, the website also picks up on the feminine illustrations in the characteristic style of the Ringstrassen galleries in its relaunch. The aim is to make the claim “Shop differently in the boutiques of the Ringstrassen-Galerien” a digital experience. Special attention will be paid to the presentation of the resident boutiques and current fashion trends. Functionally, the website is implemented in state-of-the-art Responsive web design and offers special features, such as an interactive center plan.
