Spot premiere: Grüzzi Switzerland

After #SHAREYOURSTYLEZalando is now launching the #SHAREYOURSEXY campaign, for which the online fashion platform has teamed up with Calvin Klein Underwear. Starring top model Joan Smalls. For Christmas, Zalando is following the concept of sharing and encouraging customers in Europe to share what they think is sexy.

The campaign embraces the concept of "feeling sexy" and aims to encourage consumers across Europe to share what the word "sexy" means to them. According to the communication, the aim is to move away from a superficial understanding of sexy towards values such as self-confidence, strength and dignity as well as an awareness that this "being sexy" comes from within. Instead of prescribing what is sexy, top model Joan Smalls encourages customers to engage in a personal dialog. With a twinkle in her eye, the global campaign with a local reference is aimed at customers in Europe. This principle is already familiar from the Campaign with Cara Delevingue. In the commercial, Joan Smalls talks about many everyday things that are typical of the various markets: from Swiss watches to Dutch bicycles and French baguettes. 

An innovative feature of the campaign is the Digital Hub, where people can share and experience what sexy means to them. In a series of local edits, Joan Smalls has direct consumer contact in 300-500 cities per country. On the campaign platform, everyone can find inspiration and tell others what they understand by sexy. Nothing is predetermined: Zalando invites them to #SHAREYOURSEXY all over Europe.

The #SHAREYOURSEXY campaign starts on November 15, 2015 in Germany, Austria, Switzerland, France, Belgium, Luxembourg, the Netherlands, the United Kingdom, Italy, Spain, Sweden, Norway, Denmark and Finland. On Share.zalando.ch consumers will find an extensive digital sharing platform with appealing features and content. In addition, the campaign is supported by global portals such as TV, outdoor, print and social media. (hae/pd)