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Launching isme.com – Giving Invisible Women a Voice BJL - Shop Direct / Isme

  • BJL - Shop Direct / Isme
  • BJL - Shop Direct / Isme

Isme.com is the latest brand from Shop Direct Group, owner of brands including Littlewoods.com and Very.co.uk. Available online and by catalogue, isme is aimed at discerning, mature women. The ‘Savoir at isme’ collection has set a new standard in mature female fashion, scientifically created by experts who understand the changing shape, size and style of today’s modern, 50+ woman. Highlights of the campaign by BJL included Highlights: five front cover splashes, two ‘Pugh’ Daily Mail cartoons, 14 national newspaper hits, 11 consumer magazine features and 30 regional pieces. Following our stunt activity in January 2011, a story on www.independent.co.uk noted that ‘isme.com’ was one of the most searched for retail terms. The client advised that the isme.com launch was internally voted one of the most successful brand launches in recent times – outstripping that of www.very.co.uk

Credits

  • Rebecca Hardy Group Account Director