Edgars decides to LIVE a little

This month sees the launch of The Jupiter Drawing Room (Johannesburg)'s first campaign for Edgars. Edgars has previously been perceived as an exceptionally conservative and conventional advertiser, but its new campaign demonstrates the reverse of this.

Renee Silverstone CEO of The Jupiter Drawing Room (Johannesburg), says the campaign was based on the foundation that Edgars understands its consumers and the understanding that those customers have of themselves and of life and of the world around them. The 360 degree campaign entitled the "LIVE" campaign was developed to reinforce this positioning.

"At the outset, we recommended consumer research to fully understand the current perceptions held by existing consumers towards the brand as well as insights which would trigger a positive response in future communications. The client's needs, together with consumer needs were combined into a strategy which clearly demonstrated that Edgars understood the consumer - and from that the "LIVE" creative execution was developed.

"It was an honour to have been awarded the Edgars business for the significant task of redefining their communication altogether. It was further affirmation from the Edcon Group that the relationship was based on trust and faith to be empowered to produce a campaign of this stature and we are very proud to have both Edgars Department Stores and Jet, the two top South African retail fashion brands in our stable."