A client once asked us during a presentation, ‘Can everyone in your agency sing?’ We like to use music in our campaigns. It brings people together. That was the combination that proved key when we created the I Want It My Way campaign.
Our task was to reach women of different ages in 30 European markets, to present the new brand collection: SS22.
We harnessed the power of music and nostalgia, choosing as our theme song a massive hit that for years has been bringing together women around the world, I Want It That Way by Backstreet Boys.
We wrote a modern arrangement and dedicated lyrics and engaged singing influencers in 4 markets: Joanna Koroniewska (Poland), Josie Gibson (UK), Mandy Capristo (Germany) and Giorgia Lucini (Italy).
It was time for the music video. We travelled to beautiful places across Europe and created a visually meticulous video. We brought back many exciting stories and video footage we were confident was high quality – and quite rightly so.
Compared to the period before the pandemic slump, Triumph saw a 15% increase in retail (Apr 19 vs Apr 22).
30marketswhere the campaign ran simultaneously
15 %increase in salesfrom 2020
130 %increase in salesof the top worn by Joanna Koroniewska in the video