Bluenotes still has a lot to talk about in the latest installment of its “If jeans could talk” branding campaign from MacLaren McCann.
The effort first launched last year showing young adults telling stories about the jeans they wore during life’s milestones: leaving high school, a first kiss, break ups and make ups.
It was the first time in four years Bluenotes, a division of Toronto-based YM Inc. (which also owns Suzy Shier, Urban Planet and Stitches stores), had promoted its brand through TV.
According to research from Ipsos Reid, the first leg of the campaign scored high in terms of brand awareness, likeability and perception, said Rachel Fox, vice-president and group account director at MacLaren McCann.
The ads increased interest in the brand by 10%, she said. Students even took to blogging about the campaign, and went as far as creating their own ads and posting them on YouTube, she said.
The new campaign–which includes a 15- and 30-second TV spot, magazine ads and in-store materials–is mostly in black and white with colour used to highlight the denim products.
The black and white “give us an air of authenticity and helps the consumer focus on the storyline and focus on the key product which is denim,” said Fox.
The 15-second ad opens on a classroom full of students who are penning their “summer story.” One male student sits at his desk, staring at his blank page while the students around him write their essays.
As the students start to place their stories on the teacher’s desk, the male student takes off his jeans, and places them on top of the pile. The spot ends with the super: “If jeans could talk.”
The goal of the campaign is to build the brand as fashion forward clothing that fits the targets’ lifestyle, and to “continue building upon the success of the last campaign,” said Fox.
The campaign wraps up mid-October, with MacLaren’s media arm M2 handling the media buy.