written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2018-05-21

Campaign: Zalando: “Me. Unlimited”

Campaign: Zalando: “Me. Unlimited”

Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the latest brand campaign from Zalando with the promising title: “Me. Unlimited”

Campaign:

Zalando:
“Me. Unlimited”

Platforms:

TV, DOOH, Social
Media, Mobile

Learnings:

#1: The importance of brand is vital for ecommerce platforms in the longer term. Especially with regards fashion and lifestyle platforms.

#2: Testimonials and fashion go really well together. But when they are boringly staged and the storyline is interchangeable, the TV campaign suffers.

#3: Even the most successful have moments of weakness and can get it wrong.

Background:

Ah,
Zalando. Finally something new and fashion as well, wow this will surely be your
biggest and best campaign! High expectations indeed. And with that, the expansion
of your portfolio and a campaign with international appeal. Back with classic
brand ads. A clear statement: fashion without limits.

Aim:

To get the
brand out there and utilise the incredible branding potential of TV
advertising. Und with that, communicate a clear message: with us you can live
out your own personal fashion style, regardless of who you are and where you
live. We have everything to suit you and your lifestyle.

Execution:

Great images, great
testimonials (musician Beth Ditto, athlete Alexandra Wester, model and activist Hanne Gaby Odiele
and singer Sonia Ben Ammar). Good director (Andrew Rothschild). The
right insight. Despite all of this, a boring TV ad. A generic vignette film,
seen a thousand times before, no energy or build up of excitement, strangely anaemic
and very forgettable.

Oli’s
Verdict: Hot or Not?

Definitely
not hot.  Or staying with the clothes
analogy: Old fashioned.

A real
pity. Zalando has set high standards in recent years with their TV ads and
campaigns. Both creatively and strategically.

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