As the largest clothing retailer in Finland, Prisma has done its best to attract trend-conscious and young people. Earlier, Prisma brought in brands like Nike, adidas and Carhartt but failed to get the impact they wanted. For 2020, they set out to finally change the perception of their hypermarket, from a store selling basic, cheap clothing to one with contemporary styles and fashion. If people would buy fashion from their markets without feeling judgement, Prisma would be a very strong player in the field. After all, people visit the hypermarket more often than any other Finnish clothing store.

The objectives:

Spontaneous recall of Prisma as a place to buy clothing, +5%

Suitability of the selection for young adults, +5%

Improvement of the quality image of clothing among young adults +5%

Growth in clothing sales 10%

A new fashion clothing brand in collaboration with national superstar Antti Tuisku only sold in Prisma.

Antti is a pop culture icon loved by most, but also a very controversial artist. Prisma needed a strong, purposeful brand with an attitude that would still appeal to all their customers, one of the broadest target audiences in the nation.

We went back to Antti’s beginnings as an emerging artist and discovered that his real success came only when he stopped doing what he thought was expected from him as a popstar and went his own weird, and even crazy way. For Antti it was career defining.

In this we found a universal truth – that almost anything we consider great today, was once seen as weird, strange or even wrong. It became the foundation of our brand line Great was never normal”, an idea that would inform everything going forward.

The target group of the Antti Tapani brand is wide. It is aimed at people of all ages who feel that the themes emphasised in the Antti Tapani brand values are important to themselves.

Based on sales data, a large group of buyers for the products are young adult women (20-35 years old), and the same demographics are also emphasised in the followers of Antti Tuisku. Products are made for both men and women, and unisex products are also included in the collection.

Firstly we were tasked to create a new, but strongly relatable brand that could stand fully on its own two feet. A full identity including brand strategy, narrative, logo design, digital & motion design, packaging & in-store, social media. In a nutshell, everything.

Secondly we were tasked to design the actual clothing line.

Thirdly we were asked to plan, direct and execute a full 360 launch campaign.

In spring, a mysterious AT symbol appeared around Helsinki. We followed up by posting similar materials on different channels, using only tagline, hashtag, AT symbol and short videos with personal stories from our cast, but nothing revealing the full story. Then Antti dropped the bomb by releasing the campaign film on his Instagram. Soon 2 million people received a printed fold-out article in Yhteishyvä. As a social first campaign, Finland’s biggest influencers joined the inner circle where Antti introduced the idea behind AT. We then invited influencers and fans to post their personal looks with #greatwasnevernormal, and encouraged more sharing by reposting everything.

Our original launch runway show was cancelled due to COVID-19, but we turned this into an opportunity. Seeing fans sharing their AT looks, we launched The Home Runway and asked fans to do their own catwalks and share them. We shared these video compilation ads on TV.

Spontaneous recall of Prisma as a place to buy clothing increased by + 11%

Suitability of the selection for young adults “selection suitable for me” improved by + 7%

Improvement of the quality image of clothing among young adults +5%.

Clothing sales doubled compared to the time prior to the launch.

Overall 55% of Finns recalled seeing AT brand and advertising, and of young women under 34, the key target audience, 83%.

One big reason for the widespread awareness is the use of Antti Tuisku as a media tool and the driver of Prisma's change in clothing perceptions. The earned media value was 556 000€.

The campaign had a massive impact on the image of Prisma as a place to buy clothes among youth. Among young adults, purchasing interest in Prisma's clothing selection increased by 34%. Despite the Covid-19, sales exceeded expectations as sales in the online store increased 17-fold.