RPM brings New Look to students

New Look, the global fashion brand with 10.8 million female customers in the UK, has appointed RPM as its lead experiential and marketing communications agency. RPM won the account after a competitive tender process.

The agency’s first campaign for New Look launches on 2nd October 2013 and promotes student discounts and competitions through a fun experiential campaign. New Look’s core strategy is to target students with the message that New Look is the fun, cool and exciting fashion brand for students.

The Freshers’ Week campaign realises this positioning through fun game-centred activation that encourages new students to get to know one another whilst also publicising a student promotion. Activated across Birmingham, Newcastle and Southampton – city centres with high student populations and flagship New Look stores – the RPM-devised campaign revolves around a retro trike with an interactive display of ‘Spin the Wheel’ and ‘Twist and Win’ games.

Spin the Wheel participants are rewarded with a range of fun-themed prizes or a ‘New Look New Outfit’; while Twist and Win games encourage Freshers to get to know one another better by becoming physically entangled; so bringing to life the fun, cool and exciting nature of the brand. Brand communicators will also be enticing students to visit selected New Look flagship stores in Southampton and Birmingham’s Bullring on Thursday 3rd October 2013 to take advantage of the 20% off student promotion and a chance to win a year’s supply of New Look shoes.

Here, new student friendship groups can enter the shoe competition by having their photo taken in New Look branded photo booths in-store.

Lucy Atkinson in New Look’s Brand Marketing team said: “We want students to understand that New Look is the fun fashion brand. Experiential is the most effective way convey this fun factor and engage with our target student demographic. We’re confident this campaign will also ultimately help our New Look girls look good, feel great and have fun.”

Dom Robertson, RPM’s MD, said: “To support New Look in becoming the number one fashion retail brand for UK students all year round whilst bringing to life the fun, cool and exciting nature of the brand, we’ve created a concept and campaign that will achieve cut through with students within a congested environment. It will increase footfall, brand awareness and support in-store/online sales, ultimately adding commercial value to the business. The visually creative and interactive nature of the campaign, and it’s positioning within high footfall locations, will ensure maximum impact and talkability.”