Calvin Klein Underwear will launch its first global online advertising campaign on Wednesday with model Natalia Vodianova.
The Internet push will be initiated exclusively for one month on nataliasroom/cku.com, where consumers can view a 50-second video.
The creative director for the campaign, which was photographed by Terry Richardson, was CRK Advertising with Fabien Baron. Styled by Karl Templer, the grainy, black-and-white video features Vodianova — the face of Calvin Klein Underwear for women — wearing Calvin Klein Perfectly Fit and Perfectly Fit Seduction bras and undies in provocative and sensual poses on white satin sheets.
“It’s the first time we’ve done a video and integrated it into the Web site,” said Jennifer Crawford, vice president of corporate communications at Calvin Klein Inc. She added that the campaign was shot just four months after Vodianova gave birth to her second child.
Beginning April 15, a combination of still and video banner ads will be placed on select Web sites and portals. The video ads will be a 10-second teaser clip to entice consumers to click through to view the full 50-second video at the Web site.
The online campaign will generate 123 million global impressions, or page visitors, in the U.S., South Korea and China, among the three biggest markets for Calvin Klein products. A three-week online launch in the U.S., running April 16 to May 7, includes Style.com and Glam.com, as well as Askmen.com and other key magazine sites, is expected to produce 6.3 million impressions. South Korea’s top three portals — Nate.com, CyWorld.com and Daum.com — are expected to post 103 million impressions in two weeks, and 14 million impressions in one week are anticipated from China’s top two portals, Sina.com and Sohu.com.
The strategy is to incorporate a mix of national print and high-impact outdoor advertising with Internet advertising in the U.S. and Asia to promote new styles of the Calvin Klein Perfectly Fit collection of bras and coordinating undies, which was introduced for fall 2005. The product extensions will include two groups: the Perfectly Fit Seduction group of stretch lace bras in three silhouettes — a push-up, a balconette and a soft cup and underwire style — paired with a string thong and a hipster.
This story first appeared in the March 12, 2007 issue of WWD. Subscribe Today.
The Perfectly Fit line is an extension of updated basics with floral lace accents that feature seamless bras with ultrasoft lining and convertible straps in plunge and push-up styles with a matching bikini and thong. The updated collection was unveiled at the Salon International de la Lingerie in Paris in February.
Overall, the global print campaign for spring will feature 114 ad pages, including single pages and spreads, reaching 59 million people in 17 countries. Global publications include Vogue, Elle, Marie Claire, Cosmopolitan, Glamour, Harper’s Bazaar and In Style. U.S. highlights include Lucky, Vogue, In Style, The Daily Mini and Us Weekly.
Regarding outdoor marketing, Crawford said billboards will be set up in New York, Los Angeles, Melbourne, Taipei and Mexico City, as well as bus sides in Toronto, Montreal and Vancouver, bus shelters in Stockholm and subway stickers in Taipei and Chungsiao Fushing, Taiwan.
“In Taiwan, the MRT stickers are part of our subway domination,” Crawford said. “They are large-format posters that are on the trestle above the train.”