LANE BRYANT CAMPAIGN | Promotion & Marketing

This all-points creative campaign started a post-holiday shopping frenzy by making a strong emotional connection with the new majority—plus-size women who are casting off shapeless clothes to show off their curves. For the most successful post-holiday sales period in Lane Bryant company history.

TV spot: A model in nothing but a cardboard cutout brought brand-right emotion to an already strong offer.

Why they called it the Whoa! Sale : At the end, the model drops her cardboard cover-up and a man’s voice says “Whoa!” That says it all.

Store window: Creative was inspired by the idea of a woman with nothing to wear. Encouraging women to get what they really want after the holidays. At 80% off.

Point-of-sale signs: A refreshing, post-holiday purple, from windows to back wall. Instead of “80% off,” signs speak to the woman within.

Visual merchandising: Mannequins wear a message tee with attitude… Yeah, I got it on sale!!

Point-of-sale signs: How to start a real conversation… traditional price-and-item plus guilt-free motivators.

Web & direct mail: All-points, integrated messaging reached in-store and out—crucial for a business that does much of its sales on the web.

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