Claire’s /
becomes Alice’s®
The challenge was to create a campaign that generates hype and drives credible brand fame as well as engaging with Claire’s ‘Young’ consumer, aged 13-18. This was achieved by aligning with zeitgeist moment in film and culture with Disney’s biggest movie release in 2010, Alice in Wonderland.
The idea that Alice would be an alter ego of Claire’s was the central point of the campaign. Claire is fun, fashionable, a follower of style, influenced by peers, magazines, music etc, where by Alice would be a girl who lets her imagination run wild, who loves dressing up, who’s not scared of accessorising, confident in her look, a bit kooky with her style, mysterious and a daydreamer.
With this in mind, an integrated campaign was launched including 2 European retail promotions across 10 countries / 955 stores, an Alice’s microsite and a pop up wonderland located in central London.
The pop up shop space was created as an environment that would transport you into the mind of Alice, a place that felt very magical, and encouraged customers to explore, discover and engage.
Acting as a retail environment, ‘Alice’s’ stocked and sold the Claire’s Alice in Fashionland collection with product merchandised throughout.