Ackermans | Informal Brand Account
Fast turnaround times and tight budgets for over 200 tv ads
CLIENT: 99c CAPE TOWN (Ad agency)
DELIVERABLES: TV COMMERCIALS
Ackermans is a South African clothing retailer targeted at mid-level earners. They sell apparel aimed at women and children.
Retail by nature has incredibly tight turn around times. It’s also complicated by the fact that the clothes being advertised might not be in the country yet, or only be here in very limited quantities and sizes. Budgets are tough too. To make them work we shoot shoot two TVCs in one day. We also negotiate steep volume discounts with our suppliers and crew and pass those onto client.
Agency supplies us with an approved treatment that was used for print and it’s our job to adapt it to fit in the TV environment. The ads are normally be shot in studio and very occasionally animation is used for kids apparel ads.
It’s great when clients share good news with us, and today is one such day! We recently launched a campaign for Ackermans ladies’ denims in which we not only executed what was asked of us, but reverted with even harder-hitting ideas to take the campaign to the next level.
Feedback from Ackermans as of this morning was that up to the end of yesterday, since the campaign started, they had sold almost 110,000 pairs of ladies jeans, with almost 50,000 of those being sold this week alone.(This is after the tvc aired last week - YEY!)
R11 million worth of jeans sold (and counting) proves that a great offer that's well executed can succeed in any economic climate.
Congratulations to the Ackermans team for delivering a campaign beyond our clients’ expectations; for going the extra mile in sweating every last detail; for staying the course under challenging circumstances; and for producing a campaign that’s making our client shine and the competitors angry!
| Andrew Brand
Founder, CEO & Managing Director, 99c, Cape Town