Untitled Document

Alfa Romeo

BBC3

Berkeley Homes

Blue Square

“The Times Crème campaign was spot on –
it achieved and exceeded everything we’d hoped for. We were also very impressed with how the project was managed – it was seamless.”

David Brice
Operations Director
MUJI

The Objectives
• Create maximum awareness for Muji’s new fashion range amongst working women
• Assist in the market positioning of Muji fashion products
• Demonstrate Muji’s different approach to fashion through innovative marketing
• Create a brand association between Crème and Muji
• Generate sales

The Campaign
On the 20th February 2002 Muji became the first ever retail outlet to sponsor the
Crème fashion spread. The campaign was a great success and provided them with
the following:-

• Times Newspapers photo shoot and dedicated editorial
• Point of sale promotional material
— 30 glossy reproductions of the fashion spread mounted on display boards
— 1,500 co-branded “As Featured In” clothes tags
— 3,000 copies of the 20th February edition of Crème

On the day of the fashion spread, Muji dressed each of their stores with the garments featured in the article. The fashion tags were attached to the appropriate items. The display boards and Crème supplements were then positioned for maximum exposure.

“The best thing has been the longevity of the campaign – the “As Featured In” tags looked brilliant and had a definite positive impact on customer purchasing decisions.
We are already working on our next Crème promotion.”

Catherine Dyson, PR Manager Muji,

For further information or to discuss how you could optimise your advertising with The Times
call Patricia Wade on 020 7782 7146
fax 020 7782 7899
or email patricia.wade@newsint.co.uk