Research found that Europa Art had lost its connection with their younger audiences and was perceived more as shoe brand that your mom would wear. The challenge was to devise a campaign that connected again with a younger audience to establish Europa Art as the preferred choice of shoe brand for every occasion.
At the time when Rebels Playground was approached, street style was a massive trend in South African fashion and was seen as an expression of individuality amongst a younger market. For this reason, the central idea of the campaign we conceptualised was around Uptown/Downtown showcasing the versatility of each pair of shoes in the A/W collection with looks that could be taken from the city streets environment into a dressed up, more formal setting. The foundation of the campaign was centred on the hashtag created #MyCityMyStyle with individualism at the heart of this campaign – a concept that resonates with a younger audience.
Each and every channel used a bespoke and tailored approach from social media channels, the website to in-store digital screens showcasing the collection.
We beat all benchmarks set and rejuvenated the brand in the minds of younger consumers, while still retaining the traditional client base of Europa Art.