CHALLANGE: HUMANIC is a well known shoeshop in Hungary, opened its first shop in 1990. HUMANIC started to have an old fashioned and cheap image, the consumers were not aware of its high class and high quality collections beside the mass one. In 2009 our task was to start reposition HUMANIC as a trendy and fashionable brand. In line with re-positioning HUMANIC changed its logo too. Our aim was to keep current clientale (mainly women and have family) AND gain more young, fashion oriented clients (SOB) Different TA => different communication

INSIGHTS: 1. Brand is a key element for our target audience who we want to talk to 2. To reach our repositioning goal we need to focus on fashion oriented people 3. Different TA, different communication 4. Our core TA is shop addict, interested in fashion, like TV series – mainly the girly, posh, glamorous series

THE BIG IDEA: Glamour, Shopping, Desperate HouseWifes HUMANIC communication had 2 levels: 1. Mass media: ...to generate awareness of the new trendy image of HUMANIC, showing the new logo TV: HUMANIC became the sponsor of the autumn DHW series for 3 months on TV2 with 5 sec copy Outdoor: We used mixture of OOH vehicles: Billboards, Citylights and backlights. To emphasize the quality and the new image we used a unique OOH solution which was never used before in Hungary. We placed 10 special illuminated citylights in Budapest mainly in metro stations 2. Press and special event: ...to find the relevant touchpoints with our TA: Print: traditional 1/1 ads in women glossies (Joy, Instyle, Éva) Event: Cooperation with Glamour magazine – organized a HUMANIC shopping party in Váci utca (main shopping street of Budapest) The event was in 3 September 2009. On this day the consumers got 20% discount for every product they bought in the shop in Váci Street if they took Glamour with them to the party. But this was not the only thing we offered for the consumers. Shopping party means a real party with DJ, catering, stylists and make up girls The event was promoted in Glamour magazine and in some other titles at the same publishing house ( AxelSpringer)

RESULTS: Humanic shopping party doubled the daily sales in the shop The client is really satisfied: next shopping party: 25 March 2010