Germany’s Best Friends #beedeesbff
For practically two weeks our normally all-male concept developers felt they had undergone a sex change, in their efforts to imbue the idea of the new Beedees campaign with a sufficiently feminine flavour. The aim of the project is to find two faces for the new Beedees autumn to winter collection for 2016. After exposure to a plethora of curves, roses and romance, we speedily came to the conclusion that the young brand from Triumph asked for more than just a conventional voting procedure – what Beedees needed was a competition with a level playing field.
So the idea came into focus: Beedees in search of Germany’s best girlfriends… A battle with equal opportunities for all was born. 10 March saw the start of this challenge in the name of friendship. Jazzunique was responsible not just for the planning and execution of the live castings in five German cities, including the final, but also for the entire associated publicity campaign. A microsite set up by the agency served as a platform where those taking part could post selfies via Instagram, with the hashtag #BEEDEESBFF, as well as presenting the latest information about the competition.
Jazzunique’s communication designers went into overdrive designing flyers, textile banners and posters to promote the campaign, which will give the project comprehensive support both before and during the event at participating stores. In addition, Beedees brand ambassadress Betty Taube, known from a german model casting show, will accompany the candidates as a mentor. And in case the girls need any more encouragement to come forward, Jazzunique has created a radio spot in cooperation with Radio Energy. This will be broadcast on local radio before each of the live castings.
Project team: Katja Ellrodt-Stich, Samira Schulze, Philomena Gottschlich, Bente Krämer, Damiano Heil and Giuliano Heil