Proximity BBDO, Boulogne-Billancourt Cedex 
- 93, rue Nationale Cedex
- Boulogne-Billancourt Cedex 92513
- France
- Phone: 01 41 23 41 23
- Fax: 01 41 23 43 86
- Country Phone Code: 33
- Website: www.proximity.bbdo.fr
- Email: aquinoe@proximity.bbdo.fr
In partnership with:
La Redoute - “Anything Goes”
La Redoute| Title | Anything Goes |
| Tagline | Anything goes |
| Agency | Proximity BBDO |
| Advertiser | La Redoute |
| Brand | La Redoute |
| Product Category | Online Retail, E-store |
| Campaign Name | Anything Goes (with CLM BBDO) |
| Country of Production | France |
| Media Type | Case Study |
| Awards | Cristal Festival, 2010 (Cristal) for Marketing client - Client relation on social network |
Concept
IDEA
Creation of a two-phase communications campaign taking a stance that is the exact opposite of the new la Redoute positioning «Anything goes» at the teaser stage, in order to generate maximum publicity when the signature is launched.
Problem
Faced with the emergence of e-commerce clothing websites, la Redoute – the leading online order company driving more than 80% of its revenue through the internet – had to respond strongly in order to establish itself as the leader in its market. 3 essential challenges :
- Reaffirm its position as an online expert in fashion.
- Modernise its brand image.
- Be the brand that turns social networks into a medium for building relationships and driving communications.