1. How to sell U$ 5 panties
for a woman without
losing her complicity
This job was done by me - CARLA LINK FEDERIZZI - and my assistant -
EDUARDO SBABO FLORES – for Women’s Fashion Retail Brand
Lojas Renner (www.lojasrenner.com.br)

2. OUR CLIENT’S BIGGEST
PROMOTION SALE IS CALLED
“WOMAN’S SEASON”, AND IT’S
BASICALLY ABOUT
LINGERIE
(BUT ALSO PERFUME AND
ACCESSORIES). BECAUSE OF
THAT OUR CAMPAIGN ALWAYS
HAS A BIT OF SENSUALITY.

3. THE PROBLEM
WE NEEDED TO MAKE THE
CAMPAIGN
HOTTER,
BUT WITHOUT LOSING OUR
COMPLICITY WITH WOMEN,
AND ALIGN IT TO OUR CLIENT’S
DNA.

4. OUR CLIENTS
MARRIED WOMEN, BETWEEN
24 AND 45 YEARS OLD
adult
- elegant
- worried about family and children
-Want to make smart choices/shopping
- mainstream
- feminine
- spontaneous

5. THE REAL
PROBLEM
THE MEDIA USES THE
WOMAN’S SENSUALITY IN
AN EXTREMELY
CHAUVINIST WAY.

6. AND THIS VULGAR
BEHAVIOR HAS NOTHING TO
DO WITH OUR COSTUMER!
This behavior is very different from our
married women that don’t express their
sensuality like this. Just because we are in
Brazil, we have this image. But we couldn’t
use this cliché that is not even close to
what women want to feel like.
SO WE NEEDED TO UNDERSTAND
WHAT IS SENSUALITY FOR
OUR REAL WOMAN

7. SOLUTION
GO DEEPER
INSIDE WOMEN’S
SENSUAL
BEHAVIOR

8. DESK RESEARCH (BLOGS,
FORUMS, SOCIAL
NETWORKING)
BOOK CALLED
“THE NAKED WOMAN –
GO DEEPER A STUDY OF THE
INSIDE WOMEN’S FEMALE BODY”
SENSUAL
BEHAVIOR
WOMEN’S MAGAZINES
- EDITORIAL AND
ADVERTISING
MATERIAL
LINGERIE AD
CAMPAIGNS

9. 3 INSIGHTS TO FIND
INTERVIEW WITH A
A DIFFERENT
SEXOLOGIST INSPIRATION
It showed the feminine way of seduction and
some patients' cases on how they use their
sensuality in their daily routine.
GO DEEPER
INSIDE WOMEN’S
SENSUAL
BEHAVIOR
CONSUMER
We asked a group of women to
VICTORIA’S
elaborate a project using their SECRET’S CASE
references of sensuality (shopping We studied how the brand
windows, ad campaigns, magazines), manages to talk about sensuality
and tell us how and when they feel with a touch of glamour.
sensual at home (with their
husbands).

10. WE FOUND OUT THAT
SENSUALITY IS ABOUT
FEELING SEXY, BEHAVING
IN A DIFFERENT WAY
HOW?
Bringing new things to the
relationship, getting out of the
boring routine.
BECAUSE NO ONE NEEDS TO KNOW
WHAT HAPPENS WITHIN THE FOUR
WALLS OF A BEDROOM .
SENSUALITY =
SPICYING UP THE
RELATIONSHIP

11. OUT FIRST CREATIVE INSIGHT
OUR BRAND, BEING A
WOMAN’S ACCOMPLICE,
WILL GIVE HER IDEAS TO
BRING HER HUSBAND
BACK HOME EARLIER, SO
THEY CAN HAVE FUN
TOGETHER.
GIVING HER TOOLS TO
SEDUCE HER HUSBAND AND
SPICY UP HER RELATIONSHIP.

12. OUT FIRST CREATIVE INSIGHT
OUR BRAND, BEING A
WOMAN’S ACCOMPLICE,
WILL GIVE HER IDEAS TO
BRING HER HUSBAND
BACK HOME EARLIER, SO
THEY CAN HAVE FUN
TOGETHER.
GIVING HER TOOLS TO
SEDUCE HER HUSBAND AND
SPICY UP HER RELATIONSHIP.
Ok. This was an idea, but we felt that we could
go deeper . We wanted all Brazilian women to
really identify with our campaign.

13. SO WE GOT TO THIS PREMISE:
NOTHING IS MORE DISAPOINTING FOR A
WOMAN THAN GETTING ALL DRESSED UP
FOR HER HUSBAND AND, THEN, HE CALLS
TO TELL HER THAT HE IS GOING
TO HAVE A HAPPY HOUR
WITH HIS FRIENDS.
TALKING ABOUT THIS
CONCLUSION WITH THE CREATIVE
TEAM, WE GOT TO…

14. THE BIG IDEA:
WHY NOT HAVING A
HAPPY HOUR AT HOME?
AT LEAST, IN OUR
“WOMAN’S SEASON”
THAT IS POSSIBLE!

15. CAMPAIGN
Translation:
If the world had by my
style, happy hour would
change places.
Happy Hour, now, is at
home. At least during
“WOMAN’S SEASON”.
Panties from R$ 5,90 . A
Lot of perfume and
acessories. Seize this
opportunity.
http://www.youtube.com/watch?v=KAoITRbcWJI
Lojas Renner. You have
your own style, we have all
of them (brand’s slogan).

16. WITH SO MANY OPTIONS OF LINGERIE, PERFUME, ACESSORIES AND
SHOES, HAPPY HOUR NOW IS AT HOME.
WOMAN’S SEASON. ONLY UP TO 23RD. SEIZE THIS OPPORTUNITY.

17. WE SAW A CHANCE TO GIVE MUCH MORE
THAN JUST A CAMPAIGN. WITH THE
CREATIVE AND MEDIA TEAM, WE CAME UP
TO ALL THESE IDEAS:
ing in a py Hour (Lin
k
Merchandis Google Hap
Soap Opera rch to our
Google Sea
campaign)
ending ia (At
Lingeries V Indoor Med
Machine Malls)
GO DEEPER
INSIDE
WOMEN’S Outdoo r
Mobile Interactive
SENSUAL Media
BEHAVIOR
(In
Flash Mob
r
Happy Hou
Places) In store
promotion
written d with a
Viral e-mail Co-brande
by a famou
s agazine
ter Women’s M
woman wri
BUT OUR CLIENT DIDN’T WANT TO INVEST SO MUCH, SO
THESE IDEIAS NEVER CAME TRUE...

18. RESULTS
WERE ALL SUPER POSITIVE
WITH OUR
COSTUMERS
“Woman always have to
fight with beer!”
“You have a lot to offer at home!
No more happy hours!”
“My husband will love this
campaign. I bet he will tell me to COMPLICITY +
buy some new lingerie at Renner!”
IDENTIFICATION
“If I did that, he certainly wouldn’t *results of Focus Groups applied in São Paulo
and Campinas (SP).
go to any happy hour!”

19. RESULTS
WERE ALL SUPER POSITIVE
WITH OUR CLIENT
President José Galló is using this
campaign in all his lectures as an
example of complicity
It became the briefing to the
BECAME
next sale campaing.
REFERENCE TO
And they are really considering
using the Happy Hour again, RENNER
with a new shape!

20. RESULTS
WERE ALL SUPER POSITIVE
TO US, PLANNERS
Do not stop searching for the real
insight, even after the first and more
obvious results.
Work with the creative team to make RELEVANCE +
relevant and
the idea more
interesting to our costumer. INTENSITY+
See the job working exactly how it
INTEGRATION
was planned and created. This does
not happen all the time!