By: Deborah Joy, Malaysia
Malaysia - Following the local debut of UK fashion brand F&F at the Stylo Fashion Grand Prix 2011 on 5 April, an integrated campaign has kicked-off to promote its latest Summer Spring collection.
An ongoing effort, the marketing push encompasses print, digital, outdoor, on-ground, and custom publishing.
"The launch marks yet another milestone for F&F in expanding our footprint globally and to be part of the Stylo calendar is certainly exciting for us," said Andrea Theseira, F&F Malaysia brand manager.
Targeting male and female consumers between the ages of 20 and 45, a series of print ads have rolled out across key newspaper titles including The Star, Sin Chew Daily, Harian Metro, and China Press as well as selected magazines namely Cosmopolitan, Juice, Jessica, Eh!, Nu You, Cleo, and Women's Weekly.
With regional roadshows in the pipeline, digital executions are currently being run across Facebook and the brand's corporate website with a host of billboard ads already in place.
A 'members-only' edition, F&F has also distributed an exclusive catalogue to 300,000 Tesco Club card members in addition to the above.
Zenith Media handled all media buying and planning, while BBDO/Proximity (Facebook) and WebLITE (website and applications) worked on the online aspect of the exercise.
Meanwhile, RAPR took charge of media-related duties and Pink Gorilla photography, creative, POSMs, and the catalogue.
Although not an in-house brand, the new F&F range for both women and men is being retailed exclusively at Tesco stores nationwide.