Dusseldorf, 27 July 2018 : “We just clicked” is the slogan for the new fashion and beauty campaign created by QVC, Rankin and The Full Service, London. The British photographer and his team joined forces with QVC to develop a contemporary creative concept that showcases selected QVC fashion and beauty products for fall/winter 2018/2019. This campaign gives QVC a new look & feel by focusing on the customer who loves fashion, and cosmetics as well as her confident and fashionable lifestyle. The slogan “We just clicked” expresses the way many consumers are inspired by fashion and beauty. At the same time, it reflects a digital shopping experience that customers can identify with.
Moving forward to a multichannel concept
Rankin and his team from The Full Service developed the campaign concept that contributes to changing perceptions of QVC by establishing it as a modern, multi-channel company. Its dynamism and authenticity will appeal, first and foremost, to a younger target audience. Not only will the concept surprise people, it also allows QVC to present its fashion and beauty products in a high-profile way. “Our online business is expanding fast,” said Mathias Bork, CEO of QVC Germany. “Customers who buy QVC products online are generally younger. They’re the ones this campaign is targeting.’
QVC puts the focus on "her" - the customer
“One of the things that make QVC genuinely unique and special is that we understand our customers’ individual needs and preferences,” explained Gina Deeble, Vice President Merchandising at QVC Germany. “Our new campaign communicates that. It specifically targets women who are interested in fashion and cosmetics. The creative concept that Rankin and his team came up with is exactly what we were looking for and it is perfectly translated into photographic images.” Rankin is also happy about the collaboration. “QVC is more contemporary and bold these days. I’ve got a good eye for aesthetics and, together, we have created emotional visuals that reflect the zeitgeist and make a clear statement about QVC,” said the British photographer. “‘We just clicked’ is a campaign designed to connect with the savvy young dresser, the beauty fan and all of today’s online consumers.”
A new image that is already delivered awards
Rankin’s modern visual concept also represents QVC customers’ change of attitude. They are increasingly seeing the company as a multi-channel retailer rather than a pure “home shopping channel”. QVC’s image change was sealed with a first place in this year’s German Online Retail Awards in the online shop category – ahead of Amazon, Otto and eBay (source: https://bit.ly/2uQzkrC).
CREDITS
CAMPAIGN TITLE: QVC – WE JUST CLICKED
ADVERTISING AGENCY: THE FULL SERVICE
DIRECTOR: RANKIN
CREATIVE DIRECTOR: RUSSELL WEAVER
CREATIVE DIRECTOR: VICKY LAWTON
CREATIVE: JULIA SALOTTI
GLOBAL EXECUTIVE PRODUCER: NICOLA KENNEY
PRODUCER: CLAIRE LUKE
PRODUCTION COMPANY: RANKIN PHOTOGRAPHY
PHOTOGRAPHER: RANKIN
PRODUCTION DESIGNERS:
KENZIE YEO DONALDSON
SADIE HAQUE
ELLIE KOSLOWKY
BTS: LOONA KASEMETS
HAIR: NICK IRWIN
HAIR ASSISTANT: PADDY MCDOUGALL
MAKEUP: MARCO ANTONIO
MANICURIST: AMI STREETS
STYLIST: KIM HOWELLS
STYLING ASSISTANT: EMI PAPANIKOLA
MODELS:
FRANZISKA – PROFILE MODELS
FIFI – PROFILE MODELS
GEORGIE – PROFILE MODELS
VANESSA – IMG MODELS
MONTANA – IMG MODELS
BETTY – IMG MODELS
SAL – STORM MODELS
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