Big station for Karl Lagerfeld
A major media splash for H&M's Karl Lagerfeld collection: Top media outlets are being booked one after another.
Fashion bang for the Karl Lagerfeld collection from H&M: top media are being booked by the dozen When Blick readers open their favorite newspaper next Friday, they will be amazed: apart from twelve full-page H&M ads, one panorama ad from H&M and two other half-page H&M ads, they will not find any other commercial ads. For comparison: on Tuesday, November 9, Blick had a similar volume (excluding classified ads), but only five full-page third-party ads. The reason for H&M's mega appearance: November 12 is the day, long announced with much PR fanfare, on which H&M launches its "Karl Lagerfeld for H&M" collection: Le Matin will also have twelve pages booked exclusively and will be wrapped in an H&M banderole. In Ticino, the Corriere del Ticino is getting a kiss on the hand and can schedule a whole 21 pages of Lagerfeld, including the Extra nightlife supplement and the Ticino 7 program booklet. 20 Minuten Week is also allowed 14 pages, and Bolero has an eight-page folder.
Also on Friday, all 484 Swiss cinemas will exclusively show H&M commercials - for 120 seconds. Not exclusively, but in the same lengths, the spots will be broadcast the day before on SF 1, SF 2, TSR 1, TSI 1 and the RTL, RTL 2, Pro 7, Sat 1 and M6 advertising windows. H&M only occupied top blocks, including the Meteo block on SF 1, which had already been preceded by numerous teaser spots (10 seconds) on all these TV channels since November 7. At the same time, 180 spots were broadcast on seven radio stations in Zurich, Geneva and Lausanne.
Bahnhofplatz becomes H&M landExclusivity is one thing, virginity is another. APG was able to offer the latter to its customer H&M at Zurich's Bahnhofplatz. The 64 F12 illuminated posters on the newly opened streetcar stop shelter (see WW 38/04) are exclusively featuring the subjects of the Lagerfeld collection for one week. H&M is not only the first customer here, but also the only one allowed to advertise in this width at this location. Later, full occupancy will no longer be possible. The e-board and a megaposter in the main railway station and all four megaposter spaces in the Hardturm stadium also feature Lagerfeld design underwear.
The media agency Carat Switzerland was responsible for the general mega media planning and for managing the huge budget. CEO Jane Borgstroem was delighted. "The order from H&M was one of the most exciting things we have been able to implement in recent years," she says. The brief called for "the greatest possible attention to be achieved in a short space of time in an unusual way and with surprising ideas".
This should succeed. But to what end? Is H&M trying to change its image with this appearance and the liaison with Karl Lagerfeld? Verena Cottier, Head of Marketing and Communications at H&M Switzerland: "We are delighted to be able to remain true to our business idea of 'fashion and quality at the best price' with this collection. With 'Karl Lagerfeld for H&M', we want to show that design and quality don't have to cost more." H&M also wants to surprise its customers with both the collection itself and the advertising activities. However, she does not want to reveal the size of the media budget for this nice surprise.
H&M has booked all 64 F12 illuminated posters on the streetcar stop shelter at Zurich main station.
Markus Knöpfli
Also on Friday, all 484 Swiss cinemas will exclusively show H&M commercials - for 120 seconds. Not exclusively, but in the same lengths, the spots will be broadcast the day before on SF 1, SF 2, TSR 1, TSI 1 and the RTL, RTL 2, Pro 7, Sat 1 and M6 advertising windows. H&M only occupied top blocks, including the Meteo block on SF 1, which had already been preceded by numerous teaser spots (10 seconds) on all these TV channels since November 7. At the same time, 180 spots were broadcast on seven radio stations in Zurich, Geneva and Lausanne.
Bahnhofplatz becomes H&M landExclusivity is one thing, virginity is another. APG was able to offer the latter to its customer H&M at Zurich's Bahnhofplatz. The 64 F12 illuminated posters on the newly opened streetcar stop shelter (see WW 38/04) are exclusively featuring the subjects of the Lagerfeld collection for one week. H&M is not only the first customer here, but also the only one allowed to advertise in this width at this location. Later, full occupancy will no longer be possible. The e-board and a megaposter in the main railway station and all four megaposter spaces in the Hardturm stadium also feature Lagerfeld design underwear.
The media agency Carat Switzerland was responsible for the general mega media planning and for managing the huge budget. CEO Jane Borgstroem was delighted. "The order from H&M was one of the most exciting things we have been able to implement in recent years," she says. The brief called for "the greatest possible attention to be achieved in a short space of time in an unusual way and with surprising ideas".
This should succeed. But to what end? Is H&M trying to change its image with this appearance and the liaison with Karl Lagerfeld? Verena Cottier, Head of Marketing and Communications at H&M Switzerland: "We are delighted to be able to remain true to our business idea of 'fashion and quality at the best price' with this collection. With 'Karl Lagerfeld for H&M', we want to show that design and quality don't have to cost more." H&M also wants to surprise its customers with both the collection itself and the advertising activities. However, she does not want to reveal the size of the media budget for this nice surprise.
H&M has booked all 64 F12 illuminated posters on the streetcar stop shelter at Zurich main station.
Markus Knöpfli
