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Core disciplines: Brand strategy

 

 

 

 

 

 

 

 

 

 

 

 

PRIMARK

Workout 2017

 

With the continued growth of the ‘Athleisure’ market in the UK, Primark turned to us for help to engage customers across media for their 2017 Workout campaign.

Our brief was to create a campaign that would cut through the noise of a fiercely competitive sector, and showcase their product range across in-store, press and social.

The wellness trend which permeates the mind-set of the young consumer has invaded the fashion world and active wear has fast become the must have item. Primark, were one of the first retailers to recognise the desire to mix fashion with a trend for healthy living. Their Workout range, first launched in 2015 is part of an ongoing collaboration which recognises customer expectations in this category.

 

 

Our campaign ‘Same Time Tomorrow’ also encourages team work across the Primark social channel, which boasts over four million engaged brand followers. Shot at the same time as our key campaign visuals we created, art directed and shot a range of photography specially to meet the requirements of social formats, content style trends and customer mindset.

Primark have reported that their active wear category has gone from strength to strength, helping to drive sales across all regions.

 

"The work The One Off have done on branding and in-store POS has helped to transform our retail environment. We are now showing the customer what we are really about…
Fashion, style but great value too."

Fran Theanne, Head of Creative

 

 

 

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