CAMPAIGN OF THE MONTH: Harumika, Bandai

Bandai's award winning, fashion driven creative range, Harumika, is going from strength to strength and a full marketing campaign is underway to capitalise on the countdown to Christmas.
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Throughout the campaign, there is a heavy focus on promoting and explaining the step-by-step process of Harumika through TV, print, PR and live events, with particular attention given to the new sets that were launched in July.

Harumika is proving popular with girls and its message of ‘no sewing, no scissors, no glue’ is making a good impression on parents, who love how easy and mess free it is.

Live Events

Once again, Harumika has partnered with women’s magazine, Prima, to support the annual Crafts for Christmas consumer show at Birmingham NEC over the first weekend of November.

Workshops will be held to give budding fashion designers the chance to get hands on with the Harumika brand and learn how to make outfits. Demonstrators will be available throughout both days to offer advice and support, and judging will take place at the end of each hourly session to pick winners of the most stylish designs.

Harumika ‘Creative Tips’ leaflets will be handed out throughout the show so children can try out new ideas at home. These leaflets are also available to retailers.

TV & Print

Harumika has TV presence all year round across all the major stations, with each advert clearly showing girls how to wrap and fix the fabrics to the dress forms. Three fresh adverts were first broadcast in August to promote the new sets and these will feature heavily on the schedules from now until Christmas.

The dedicated spots are for the Bridal Collection, the Evening Gown Set and the new Harumika Mannequin Collection which introduces girls to the more sophisticated model with head, arms and legs.

Young fashion conscious readers of Go Girl will also notice full page ads appearing in the magazine and, as part of this partnership, copies will also be given away in the Prima show goody bags.

PR and online

Following the strong response to the Lady Gaga PR stunt, where an up and coming designer recreated some of the star’s most famous outfits Harumika style, Bandai’s PR activity continues.

The YouTube tutorial videos have proved popular and the Lady Gaga meat dress one has now been viewed almost 44,000 times. Product and live event news is also promoted on the official Bandai Facebook page at www.facebook.com/bandaiuk and the Harumika website continues to see more than 250 girls sign up each week. There will be dedicated PR activity on the Bridal Collection set in the run up to Christmas.

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