Rankin Releases Fast-Fashion-Inspired Campaign for QVC's AW18 Collection
“We just clicked” is the slogan for the new fashion and beauty campaign created by QVC, Rankin and The Full Service, London. The British photographer and his team joined forces with QVC to develop a contemporary creative concept that showcases selected QVC fashion and beauty products for fall/winter 2018/2019.
This campaign gives QVC a new look & feel by focusing on the customer who loves fashion, and cosmetics as well as her confident and fashionable lifestyle.
The slogan “We just clicked” expresses the way many consumers are inspired by fashion and beauty. At the same time, it reflects a digital shopping experience that customers can identify with.
Rankin and his team from The Full Service developed the campaign concept that contributes to changing perceptions of QVC by establishing it as a modern, multi-channel company. Its dynamism and authenticity will appeal, first and foremost, to a younger target audience. Not only will the concept surprise people, it also allows QVC to present its fashion and beauty products in a high-profile way. “Our online business is expanding fast,” said Mathias Bork, CEO of QVC Germany. “Customers who buy QVC products online are generally younger. They’re the ones this campaign is targeting.’
“One of the things that make QVC genuinely unique and special is that we understand our customers’ individual needs and preferences,” explained Gina Deeble, Vice President Merchandising at QVC Germany. “Our new campaign communicates that. It specifically targets women who are interested in fashion and cosmetics. The creative concept that Rankin and his team came up with is exactly what we were looking for and it is perfectly translated into photographic images.”
Rankin is also happy about the collaboration. “QVC is more contemporary and bold these days. I’ve got a good eye for aesthetics and, together, we have created emotional visuals that reflect the zeitgeist and make a clear statement about QVC,” said the British photographer. “‘We just clicked’ is a campaign designed to connect with the savvy young dresser, the beauty fan and all of today’s online consumers.”
Rankin’s modern visual concept also represents QVC customers’ change of attitude. They are increasingly seeing the company as a multi-channel retailer rather than a pure “home shopping channel”. QVC’s image change was sealed with a first place in this year’s German Online Retail Awards in the online shop category – ahead of Amazon, Otto and eBay.
The campaign, launched on July 28, will be flanked by numerous PR and marketing measures, and the main campaign motifs will be supplemented by videos and behind-the-scenes material.
Creative Agency: The Full Service
Producer: Claire Luke
Creatives: Julia Salotti
Executive Producer: Nicola Kenney
Production Company: Rankin Photography
Stylist: Ami Streets Stylist: Kim Howells Styling Assistant: Emi Papanikola
Makeup Artist: Mar Antonio
Hair Stylist: Nick Irwin Hair Assistant: Paddy Mcdougall
Production Designer: Kenzie Yeo Donaldson Sadie Haque Ellie Koslowky
Live Action Direction: Loona Kasemets (BTS)
Models: Franziska – Profile Models Fifi – Profile Models Georgie – Profile Models Vanessa – Img Models Montana – Img Models Betty – Img Models Sal – Storm Models