An iconic brand demands an iconic execution, and this is how it was rolled out.
Take a star-studded guest list, South Africa's hottest DJs, and add some religious music (well that's what Baby Boomers would think at the announcement of Desmond and the Tutus playing at the opening event) and include an MC taller than her sky scraper heels - and you have the beginnings of a g r e a t launch event.
Name dropping may impress, but Jo-Anne Strauss, Tamara Dey, Bonang Matheba, Jen Su, and Gregg Hammond are not who we want to brag about. At the launch event the spotlight shone securely on the brand - it was all everyone spoke about. TOPSHOP this TOPMAN that. "Mission accomplished," said Karabo Denalane who sits at the M.D's desk at McCANN Johannesburg. "The tell-tale sign of any campaign is how it fares when it steps outside of the fitting room - and our launch was perfectly tailored to create a high-impact brand experience."
Working alongside The House of Busby and Edcon, who have been granted the exclusive franchise rights, to bring South African fashionistas a taste of all things British, McCANN's campaign went the extra red-carpet mile. It included various activations ahead of the launch, dotted around Jozi hotspots. These included the Neighbour Goods Market in Braamfontein and the ever-trendy coffee shop and bar, Wolves in Illovo, and street cafés in Parkhurst and Greenside. TOPSHOP & TOPMAN promoters dazzled the public while distributing branded giveaways such as totebags, water and mystery gift vouchers. The truth is that everyone loves a freebie! The greater truth is that everyone wants a freebie from a well-loved brand.
Karabo adds, "Our team is heading for Durbs in December and will be activating on the beaches of Ballito and Umhlanga, as well as at Gateway shopping centre, and local trend spots. Come one, come all as the launch in KZN is going to be the highlight of the fashion calendar!"
For more about creating a campaign that captures the spotlight, please contact Karabo Denalane on
011 235 4600 or see www.mccann.co.za