A Prosecco before the fitting
Mode Schlumpf & Partner wants to raise Oviesse's profile in Switzerland. As the ambassador for the Italian fashion chain, Melanie Winiger is helping to convey a Mediterranean image.
Mode Schlumpf & Partner wants to make Oviesse better known in Switzerland. Melanie Winiger is the ambassador for the
Italian fashion chain for a Mediterranean image transfer.
Oviesse has quickly become a popular fashion label in Italy. This has not gone unnoticed by the Swiss. Here in Switzerland, the Globus Group is the franchisee. Globus currently operates 28 stores for Oviesse, some of which are in former ABM locations. However, sales development in Switzerland is still below expectations. With a new marketing strategy and Melanie Winiger as the fashion chain's ambassador, the aim is not just to polish up the image. The ex-Miss Switzerland from Ticino should also bring a little Italianità to the people and achieve a rapid increase in awareness of Oviesse as a provider of trendy fashion for the whole family at affordable prices. As a young and uncomplicated but always chic mom, Melanie is the ideal figurehead for Oviesse, says Theophil Butz. The retired advertiser has once again been inspired by an assignment. Butz acted as CD for this campaign for the agency Schlumpf & Partner, Zurich, and developed the concept together with Hansjörg Bahl and Walter Bosch. Ten advertisements and seven commercials were designed. All photos and films were realized together in the same decor and light at Willi Mohler's new studio in Maur. Hansjörg Bahl directed the commercials and Jost Wildbolz the photographs. "Once again, we had a wonderful time together," enthuses Butz.
The old masters of Swiss advertising enjoyed working with the 24-year-old ex-Miss. "Melanie is a good actress, a professional photographer and the ideal cast for our concept," says Butz. "A likeable cheeky girl," adds Hansjörg Bahl.
Love at first sight
As both the commercials and the advertisements rely almost exclusively on Melanie's likeability, this casting was given the appropriate importance. The effect of the new Oviesse ambassador was tested with a market survey. Then the commercials were "tailor-made" for her, as Butz says. Melanie Winiger begins all the commercials with "Ciao Amici". At the end, the logo appears with the claim "Oviesse. Amore a prima vista".
For Theophil Butz, there should be a close stylistic and content-related connection between the commercials and the print campaign. At one point, Melanie can be seen in the midst of a crowd of cheerfully noisy children. A slightly frivolous subject with Melanie and three naked men is intended to emphasize that Oviesse also has fashion for men. An equally erotic spot, in which Melanie takes off her jacket, blouse and finally, after turning around, her hat and bra, is intended to illustrate that everything fashionable from head to toe can be bought in the range. The campaign is linked to various competitions. It starts with a Prosecco subject. The likeable Melaine announces that she will personally welcome customers with a glass of Prosecco in some new stores from March 3. Salute.
Not only models carry her on their hands: Oviesse ambassador Melanie Winiger, former Miss Switzerland.
OviesseOviesse is a subsidiary of the Coin-Warenhaus Group in Italy, operates over 200 stores there and is "very successful", as Werner
W. Kuster explains. The former CEO of ABM and Chairman of the Board of Directors of Epa now works as a consultant for Oviesse/Switzerland with his own company for corporate and marketing strategy. He conducted a focus group study to determine Oviesse's market positioning in the competitive environment. The main reason for the current inadequate market penetration was found to be a marginal level of brand awareness. Schlumpf & Partner's advertising campaign is intended to create a precise strategic position for Oviesse. The aim is to communicate the good price-performance ratio, the Italian fashion style and the high degree of product range renewal.
Andreas Panzeri
Italian fashion chain for a Mediterranean image transfer.
Oviesse has quickly become a popular fashion label in Italy. This has not gone unnoticed by the Swiss. Here in Switzerland, the Globus Group is the franchisee. Globus currently operates 28 stores for Oviesse, some of which are in former ABM locations. However, sales development in Switzerland is still below expectations. With a new marketing strategy and Melanie Winiger as the fashion chain's ambassador, the aim is not just to polish up the image. The ex-Miss Switzerland from Ticino should also bring a little Italianità to the people and achieve a rapid increase in awareness of Oviesse as a provider of trendy fashion for the whole family at affordable prices. As a young and uncomplicated but always chic mom, Melanie is the ideal figurehead for Oviesse, says Theophil Butz. The retired advertiser has once again been inspired by an assignment. Butz acted as CD for this campaign for the agency Schlumpf & Partner, Zurich, and developed the concept together with Hansjörg Bahl and Walter Bosch. Ten advertisements and seven commercials were designed. All photos and films were realized together in the same decor and light at Willi Mohler's new studio in Maur. Hansjörg Bahl directed the commercials and Jost Wildbolz the photographs. "Once again, we had a wonderful time together," enthuses Butz.
The old masters of Swiss advertising enjoyed working with the 24-year-old ex-Miss. "Melanie is a good actress, a professional photographer and the ideal cast for our concept," says Butz. "A likeable cheeky girl," adds Hansjörg Bahl.
Love at first sight
As both the commercials and the advertisements rely almost exclusively on Melanie's likeability, this casting was given the appropriate importance. The effect of the new Oviesse ambassador was tested with a market survey. Then the commercials were "tailor-made" for her, as Butz says. Melanie Winiger begins all the commercials with "Ciao Amici". At the end, the logo appears with the claim "Oviesse. Amore a prima vista".
For Theophil Butz, there should be a close stylistic and content-related connection between the commercials and the print campaign. At one point, Melanie can be seen in the midst of a crowd of cheerfully noisy children. A slightly frivolous subject with Melanie and three naked men is intended to emphasize that Oviesse also has fashion for men. An equally erotic spot, in which Melanie takes off her jacket, blouse and finally, after turning around, her hat and bra, is intended to illustrate that everything fashionable from head to toe can be bought in the range. The campaign is linked to various competitions. It starts with a Prosecco subject. The likeable Melaine announces that she will personally welcome customers with a glass of Prosecco in some new stores from March 3. Salute.
Not only models carry her on their hands: Oviesse ambassador Melanie Winiger, former Miss Switzerland.
OviesseOviesse is a subsidiary of the Coin-Warenhaus Group in Italy, operates over 200 stores there and is "very successful", as Werner
W. Kuster explains. The former CEO of ABM and Chairman of the Board of Directors of Epa now works as a consultant for Oviesse/Switzerland with his own company for corporate and marketing strategy. He conducted a focus group study to determine Oviesse's market positioning in the competitive environment. The main reason for the current inadequate market penetration was found to be a marginal level of brand awareness. Schlumpf & Partner's advertising campaign is intended to create a precise strategic position for Oviesse. The aim is to communicate the good price-performance ratio, the Italian fashion style and the high degree of product range renewal.
Andreas Panzeri
