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INTERTOP.
AND LOOK. AND DRESS UP

INTERTOP.
AND LOOK.
AND DRESS UP

A complete restart of the brand, a new strategy and advertising campaign for the country's largest fashion platform

A complete restart of the brand, a new strategy and advertising campaign for the country's largest fashion platform

From shoe retailer to omnichannel fashion platform

INTERTOP is the largest fashion platform in the country, which has gone from shoe stores to an instant player with improvised functionality online, a huge number of categories of goods, shoes, clothes, accessories, etc. Over the past few years, the company has changed from the inside and turned into a progressive marketplace. It was INTERTOP that created the first Eco-trail in Ukraine and added to its range such brands as VANS, Timberland, The North Face, Napapijri, Armani, Marc'O'Polo and many other well-known and beloved brands. What else is new? Well, for example, now the interface of the mobile application INTERTOP. UA adapts to each user: algorithms show only relevant content, based on gender, favorite brands and customer style. On the site, artificial intelligence can collect a ready-made image with a specific thing from the catalog. It would seem, what else is needed? It is necessary to create a new and strong brand from a progressive business and product that everyone and everyone will want to try on.

From shoe retailer to omnichannel fashion platform

INTERTOP is the largest fashion platform in the country, which has gone from shoe stores to an instant player with improvised functionality online, a huge number of categories of goods, shoes, clothes, accessories, etc. Over the past few years, the company has changed from the inside and turned into a progressive marketplace. It was INTERTOP that created the first Eco-trail in Ukraine and added to its range such brands as VANS, Timberland, The North Face, Napapijri, Armani, Marc'O'Polo and many other well-known and beloved brands. What else is new? Well, for example, now the interface of the mobile application INTERTOP. UA adapts to each user: algorithms show only relevant content, based on gender, favorite brands and customer style. On the site, artificial intelligence can collect a ready-made image with a specific thing from the catalog. It would seem, what else is needed? It is necessary to create a new and strong brand from a progressive business and product that everyone and everyone will want to try on.

Task with an asterisk *

The main challenge for us was the destruction of myths (as in that program) that INTERTOP is brick-and-file shoe stores, high-quality, "for growth", reliable shoes. That's how the audience perceives us. Very few people realized that intertop.ua is now a huge marketplace, which presents more than 300 brands of clothing, footwear, accessories and cosmetics. No one understood that buying something from the Armani Exchange or The North Face store, they choose INTERTOP, or that you can not go anywhere for a new outfit at all, because everything can be chosen online. Therefore, we must destroy the stereotype and build new knowledge by rethinking the communication in all channels, media and give our brand a noticeable style and voice.

The search for truth

To begin with, we decided that we would not say anything more about offline points of sale, because the knowledge about them and the INTERTOP = OFFLINE association is almost 100%. While the online level of knowledge is the opposite. So the usual INTERTOP turned into INTERTOP. UA in all communications for the next. Then we, like those shopaholics looking for something extraordinary, were looking for insights in the category of online shopping. And they found it. A 2020 Global Web Index, Hootasuite and WE ARE SOCIAL study found that online shopping apps are in the third city behind use, after messengers and social media, overtaking even video streaming services. And what if online shopping is another way to kill time with gadgets? And what if our main competitor is not other stores, but social networks? They accepted these ideas and went to people for in-depth interviews.

Task with an asterisk *

The main challenge for us was the destruction of myths (as in that program) that INTERTOP is brick-and-file shoe stores, high-quality, "for growth", reliable shoes. That's how the audience perceives us. Very few people realized that intertop.ua is now a huge marketplace, which presents more than 300 brands of clothing, footwear, accessories and cosmetics. No one understood that buying something from the Armani Exchange or The North Face store, they choose INTERTOP, or that you can not go anywhere for a new outfit at all, because everything can be chosen online. Therefore, we must destroy the stereotype and build new knowledge by rethinking the communication in all channels, media and give our brand a noticeable style and voice.

The search for truth

To begin with, we decided that we would not say anything more about offline points of sale, because the knowledge about them and the INTERTOP = OFFLINE association is almost 100%. While the online level of knowledge is the opposite. So the usual INTERTOP turned into INTERTOP. UA in all communications for the next. Then we, like those shopaholics looking for something extraordinary, were looking for insights in the category of online shopping. And they found it. A 2020 Global Web Index, Hootasuite and WE ARE SOCIAL study found that online shopping apps are in the third city behind use, after messengers and social media, overtaking even video streaming services. And what if online shopping is another way to kill time with gadgets? And what if our main competitor is not other stores, but social networks? They accepted these ideas and went to people for in-depth interviews.

The truth about people

To learn more about the protagonists of our story, we conducted several focus groups and series of interviews in online and offline formats, learned how people actually perceive shopping and us in the context of shopping.

"I'm not going to pick up, not all-round purchases, bevaet posmotrel kuchu all online, navybiral, esli that's something cool then you're that bring udovolstvye, that's pomogaet rasslabytsya. I'm so with online, offline I get up a lot, you walk, there's a lot of people, I'm not.

(Julia)

"Shoping in mole menya razdrazhaet, and vybeshivaet. In the loving showrooms I have nraytsya and the power of a man in time spends in the internete selected goods, prolistyvaya and menya inogda uplekaet process like goods in the basket after that it predvkushenie"

(Lisa)

The truth about people

To learn more about the protagonists of our story, we conducted several focus groups and series of interviews in online and offline formats, learned how people actually perceive shopping and us in the context of shopping.

"I'm not going to pick up, not all-round purchases, bevaet posmotrel kuchu all online, navybiral, esli that's something cool then you're that bring udovolstvye, that's pomogaet rasslabytsya. I'm so with online, offline I get up a lot, you walk, there's a lot of people, I'm not.

(Julia)

"Shoping in mole menya razdrazhaet, and vybeshivaet. In the loving showrooms I have nraytsya and the power of a man in time spends in the internete selected goods, prolistyvaya and menya inogda uplekaet process like goods in the basket after that it predvkushenie"

(Lisa)

So we caught the idea that in the context of online shopping, people are more attracted to the process of choosing, instead of buying itself. This is a kind of therapy or leisure, which is more pleasant, fun and easier than the usual trips to the mall.

We decided that we will play not on the territory of purchase, but on the territory of choice, because the choice is a much larger and more interesting part of shopping. The more experience of choice and can be our main difference

In the new INTERTOP strategy. UA no longer sells things – we sell experience! After all, high-quality clothes can be bought in many places, while the experience is unique.

So we caught the idea that in the context of online shopping, people are more attracted to the process of choosing, instead of buying itself. This is a kind of therapy or leisure, which is more pleasant, fun and easier than the usual trips to the mall.

We decided that we will play not on the territory of purchase, but on the territory of choice, because the choice is a much larger and more interesting part of shopping. The more experience of choice and can be our main difference

In the new INTERTOP strategy. UA no longer sells things – we sell experience! After all, high-quality clothes can be bought in many places, while the experience is unique.

INTERTEINMENT SHOPING

That's what we called our new strategy, building it on truths about categories, people and our main product attributes. After all, the functionality of intertop online platforms. UA allows you to get real pleasure from the shopping process, entertain yourself or fantasize about a new bow. We wrapped the strategic idea in a non-functional slogan "And LOOK. And DRESS UP." where the first part is always unchanged, and the second is easily transformed into certain categories of goods or seasonal campaigns.

INTERTEINMENT SHOPING

That's what we called our new strategy, building it on truths about categories, people and our main product attributes. After all, the functionality of intertop online platforms. UA allows you to get real pleasure from the shopping process, entertain yourself or fantasize about a new bow. We wrapped the strategic idea in a non-functional slogan "And LOOK. And DRESS UP." where the first part is always unchanged, and the second is easily transformed into certain categories of goods or seasonal campaigns.

The first intertop advertising campaign. UA – ZALYPARTY

When the idea of a video for the first campaign came into our office it was very easy to notice and hear. Then we decided to create an official permit for sticking to the phone, because what a "look" without having to stick and dream about yourself in new curtains, considering them on the screen. Moreover, everyone once heard the words "stop poking into the phone", and we decided to play it and created the world's first anthem-indulgence for sticking and called it ZALYPARTY. There they talked about all our product categories, and the mood and style of the video hinted at what the new INTERTOP is. UA. The first version of the track was created right in the office of IAMIDEA, and the poems seemed to fall on the rhythm themselves.

The first intertop advertising campaign. UA – ZALYPARTY

When the idea of a video for the first campaign came into our office it was very easy to notice and hear. Then we decided to create an official permit for sticking to the phone, because what a "look" without having to stick and dream about yourself in new curtains, considering them on the screen. Moreover, everyone once heard the words "stop poking into the phone", and we decided to play it and created the world's first anthem-indulgence for sticking and called it ZALYPARTY. There they talked about all our product categories, and the mood and style of the video hinted at what the new INTERTOP is. UA. The first version of the track was created right in the office of IAMIDEA, and the poems seemed to fall on the rhythm themselves.

For keivijuals and stations, the continuation of the concept of "LOOK" was used and literally showed how it works in minimalist and pure style, so as not to distract anyone from the important. Created images of heroes combining them with key categories of INTERTOP products. UA. To do this, we needed to view almost 500 images for photosession, a little patience and a little fashion-human magic.

For keivijuals and stations, the continuation of the concept of "LOOK" was used and literally showed how it works in minimalist and pure style, so as not to distract anyone from the important. Created images of heroes combining them with key categories of INTERTOP products. UA. To do this, we needed to view almost 500 images for photosession, a little patience and a little fashion-human magic.

Suddenly you want to watch the video again, then here it is again.

Suddenly you want to watch the video again, then here it is again.

IMPORTANT:

36 hours of video shooting and 13 hours of photo shooting


500+ viewed images of heroes


10 million + views of the video in TikTok for the first two weeks of the campaign

IMPORTANT:

36 hours of video shooting and 13 hours of photo shooting


500+ viewed images of heroes


10 million + views of the video in TikTok for the first two weeks of the campaign

INTERTOP.UA

Marketing Director – Maria Samplavskaya

Head of brand marketing sector – Yulia Pyatigorets

Head of social media marketing and marketing influencer – Anton Bosky

I AM IDEA

Creative Director – Igor Finaskin

Strategy Director – Aram Simonyan

Art-Director – Tonya Kondakova

Copywriter – Dima Gorbenko

Copywriter by Igor Finaskin

Designer – Dasha Shabliyenko

Account Manager – Yulia Marfych

INTERTOP.UA

Marketing Director – Maria Samplavskaya

Head of brand marketing sector – Yulia Pyatigorets

Head of social media marketing and marketing influencer – Anton Bosky

I AM IDEA

Creative Director – Igor Finaskin

Strategy Director – Aram Simonyan

Art-Director – Tonya Kondakova

Copywriter – Dima Gorbenko

Copywriter by Igor Finaskin

Designer – Dasha Shabliyenko

Account Manager – Yulia Marfych

Adje Prodburo

Directed by Yevhen Holovatenko

Cameraman – Ilya Maksimenko

Executive producer – Nikita Kukoba

Line producer – Marta Melnychuk

Production assist – Natalia Bereza

Production designer - Vasil Tkachuk

The second director is Tonya Borysyuk

Focus puller – Vlad Dobryk

Gafer – Oleksandr Shvets

Production manager – Andriy Naumchuk

Technology – Illuminator Film Service

Camera crane – Filmotechnic

Moush control – ToBe Production

Casting – Pavlo Makarchenko

Style – weRelease

Grime by Kateryna Kavalier

Choreography by Alyona Stoliarova

Playback – Max Levchenko, Alexey Goniailo (DiPlay)

Catering - Yaroslav Katashinsky

Backstage photographer by Ira Suldina

Photographer – Danylo Hi

Music and vocals by Suren Thomasian

Sound by Alexander Pustarnakov

Post-production producer – Natalia Bereza

Post-production supervisor – Denis Reva,

Mykhailo Yefimenko

Editing by Alexander Legoseev

Color by Yerlan Tanayev

Adje Prodburo

Directed by Yevhen Holovatenko

Cameraman – Ilya Maksimenko

Executive producer – Nikita Kukoba

Line producer – Marta Melnychuk

Production assist – Natalia Bereza

Production designer - Vasil Tkachuk

The second director is Tonya Borysyuk

Focus puller – Vlad Dobryk

Gafer – Oleksandr Shvets

Production manager – Andriy Naumchuk

Technology – Illuminator Film Service

Camera crane – Filmotechnic

Moush control – ToBe Production

Casting – Pavlo Makarchenko

Style – weRelease

Grime by Kateryna Kavalier

Choreography by Alyona Stoliarova

Playback – Max Levchenko, Alexey Goniailo (DiPlay)

Catering - Yaroslav Katashinsky

Backstage photographer by Ira Suldina

Photographer – Danylo Hi

Music and vocals by Suren Thomasian

Sound by Alexander Pustarnakov

Post-production producer – Natalia Bereza

Post-production supervisor – Denis Reva,

Mykhailo Yefimenko

Editing by Alexander Legoseev

Color by Yerlan Tanayev