Sainsbury's clothing line TU wanted to re-launch and change their positioning from a 'Tights and T-shirt' solution to a clothing brand offering breadth of choice. They wanted to tempt shoppers into considering the full range more often and see TU as a great place to search for wardrobe essentials.
At Bauer know that heat works well for word of mouth and influence. Heat is recognised as down to earth and our StarStyle section shares up to the minute trends. The heat audience is upmarket and likes to spend on clothes, beauty, entertainment and going out. In essence the heat brand was the perfect environment for Sainsbury's TU to create a regular dialogue with their target audience bringing 'feel good' style to life in a hugely relevant fashion environment.
We initiated a recruitment drive to find ‘real women’ and reward them with an 'everyday feel good' experience in an extra special photo shoot with heat's style team and the experts from Sainsbury's TU. The campaign ran across the heat brand and was supported with digital games to encourage users to interact further with the TU brand.
We kicked off the recruitment drive, announcing our search driving readers online to enter. Heat’s style editor curated a half page ‘Look of the Week’ advertorial each week introducing the breadth and fashion credentials of the TU range to our trend loving audience, reminding them to head online for their chance to be styled by TU in the pages of heat magazine. The advertorials were positioned within heat’s StarStyle section of the magazine, an area which is focused on giving listeners inspiration and advice on how to get the look and in addition there was branding within the Star Style Channel at heatworld.com – the perfect environment for TU to promote their products. The activity culminated in a double page spread where we revealed our two lucky winners, who had a weekend packed with glamour and style thanks to Sainsbury’s TU.
Online, an interactive style scrapbook inviting people to express themselves and ‘show us their style’ by creating fashion mood boards in a virtual ‘fitting room’ made up of their favourite items from the TU range. Entrants could browse the range, select the clothing they liked, create their own unique fashion outfit board and submit it as a competition entry to win TU vouchers.