Lacoste
Colour DNA
(Regent Street / Lacoste flagship store)
THE PROJECT
To reignite interest in the classic Lacoste Polo shirt, to drive footfall in-store and spur a sales uplift we created the Lacoste Colour DNA campaign.
Customers could pop into Lacoste stores and pick a polo style that truly reflects the person’s personality.
Together with a renowned colour psychologist, we created four main colour palettes based on the huge spring/summer Lacoste polo collection. In-store customers could participate via kiosks or printed questionnaires to find out their true colour personality. Polos were cleverly displayed via personality types and directed by POS. Online, a dedicated microsite and Facebook app allowed customers to produce their own personality type business card which also had a voucher incorporated.
CLAUDIA’S PART
Lead Designer
Liaise with printer and production company
Overseeing install, staff briefing (quality management)
- brand identity Lacoste Colour DNA
- front end website designs
[interactive questionnaire, Lacoste Polo shirt heritage, collection database, personalised colour palette, voucher, share via social media] - POS/Retail assets
[giant DNA spiral, backboards, window graphics, printed questionnaire, shelf strips, voucher, heritage brochure, interactive kiosk] - staff promotional material
[lanyards, printed campaign brief] - client de-brief
[sales stats, google analytics, customer feedback]
AWARDS
Winner for Best Use of In-store / Marketing Week Engage Award 2010
Silver in the Fashion category / ISP Award 2010
