For the past month, JWALK has been running an unbranded campaign, be9to5, introducing the world to the real 9 to 5: the one no brand talks about and every person prefers.
The teaser campaign featured slogans – he was a good idea at the time; 9pm to 5am: the best part of the day is the night; you only see what I want you to see - leaked on unbranded bar coasters in select markets across the country, and featured on unbranded billboards and wild postings, as well as selects from the campaign shoot.
Additionally, the unbranded campaign has combined targeted digital ad buys with an unbranded microsite that has served as a content aggregator, asking consumers everywhere to show us how they own the night.
Influential fashion bloggers and personalities have been pushing the campaign to help get the word out and craft the 9pm to 5am story, including a social countdown to gain momentum and excitement as the reveal neared on be9to5.com.
Today, JWALK is revealing bebe as the brand behind the campaign.
In conjunction with a run of now branded digital, print and OOH advertising, JWALK is launching a completely redesigned and technologically revamped website, newly minted social platforms, and mobile apps designed to keep the bebe consumer up to date on the freshest look and keep the 9pm to 5am story fresh in consumers’ minds.
The best part of the day is the night; today, we reintroduce bebe to the world by connecting it intrinsically with that idea.
And tonight? Well, tonight we prove it to be true.