Pierre Robert joins WPP Media EssenceMediacom and launches a new concept

Following a market assessment, Pierre Robert has chosen WPP Media, spearheaded by EssenceMediacom, as its new provider of media, communication, and advertising services.

The collaboration kicks off with the launch of a new communication concept: "The party starts with the right pantyhose." The concept highlights how a successful evening begins with the choice of the right pantyhose, closely linking Pierre Robert's pantyhose to the party and Christmas dinner season we are now entering. The strategy, concept, creative solution, and media plan have been entirely developed by WPP Media in close collaboration with Pierre Robert.

“Working so integrally with strategy, media, creativity, and technology has been incredibly enjoyable. We are really looking forward to seeing the campaign roll out across the market and following its development closely. We have a solid goal hierarchy in place and big ambitions, so this will be an extra exciting pre-Christmas period and the start of a new year. And this is just the beginning,” says Marketing Director, Martine Bømark.

Håkon Vierdal, Strategic Advisor at EssenceMediacom, states that ambitions are high, despite the competitive landscape Pierre Robert operates in never having been tougher.

“Pierre Robert has quickly utilized a very wide range of the opportunities WPP Media can offer within strategy, creativity, data, and technology. They are brave and innovative, which makes the collaboration extra fun and inspiring. It’s also fantastic to have the opportunity to work with such a strong brand that so many Norwegians have a relationship with. Pierre Robert holds a strong position in several categories and is the market leader in pantyhose. This is an exciting challenge, and we look forward to seeing how the target audience responds to the concept and campaign.”

The campaign kicks off this week with a “We got your legs” stunt at Aker Brygge. In week 47, it will be possible to pick up a free pair of pantyhose if you’ve been unlucky enough to snag them on your way to a Christmas party. For those traveling during the holidays, Pierre Robert will also be present at Gardermoen with its own pop-up shop right after security control.

Furthermore, the campaign will be visible on TV, print, social media via influencers, Coop Obs warehouses, and on digital platforms both online and outdoors. The campaign will be continuously optimized across channels based on the attention the message receives. Creative executions and smart technology are closely linked in a campaign that is generating a lot of enthusiasm.

Birthe Rekkedal, Creative at WPP Media’s advertising and content production unit, is very enthusiastic about the new collaboration and the process of developing the concept, creative executions, and media strategies. “Pierre Robert has been exceptionally great to work with! We've been on the same wavelength from day one and shared the same vision for the campaign. In a short time, it felt like we gained new bonus colleagues because we've worked so closely around the clock.”