This copywriting campaign is to help H&M reach an older demographic. As retail stores continue to close stores due to online shopping, it's clear H&M needs to think outside the box. My solution? Reaching an older demographic audience. Known for it's fast fashion, H&M will celebrate the original trendsetter.
Radio
This year, H&M is only hiring men and women ages 60 and up to model our newest lines of clothing. Get ready to strut your stuff because you’re never “too old to wear that.” For the next hour, we will be playing our catwalk music. For a chance to walk in the show, call 555-5555.
Songlist for the Catwalk (mix of 60s and 70s music):
Nancy Sinatra - These Boots Are Made for Walkin'
The Shangri-Las - Leader of the Pack
Betty Everett - It’s In His Kiss
The Archies - Sugar, Sugar
The Beatles - Can't Buy Me Love
Creedence Clearwater Revival - Fortunate Son
Boston - More than a Feeling
Thin Lizzy - Boys are Back in Town
Sam & Dave - Soul Man
Earth, Wind & Fire - September
ABBA - Dancing Queen
Print Event Flyer
To increase interest in this event, we will be distributing our event flyer at retirement homes and senior centers in the New York area.
Print Series
In large print Reader's Digest, we will print a series of advertisements targeted to fashionable seniors.
TV
In order to engage with a senior audience, we will be playing H&M ads during popular daytime television shows.
