Binge and The Iconic launch range of ‘inactivewear’ backed by campaign from Thinkerbell
Foxtel’s new entertainment streaming service Binge has partnered with online fashion retailer The Iconic to release a line of ‘inactivewear’.
19 Binge-branded pieces have been created, with prices ranging from $99.99 for a hoodie to $69.99 for shorts and $29.99 for a pair of socks.
Binge chief marketing officer, Louise Crompton, said the range would keep Australians comfortable while they binge their favourite content.
“Binge speaks to the heart of what unturnoffable entertainment is all about. Escaping from the real world and indulging in an episode of a show you love, and another and another,” Crompton said.
“And with one in two Australians telling us they love to binge content in loose, comfortable leisure wear, we were inspired to create our own line of luxe-loungewear to help Bingers stream over 10,000 hours of the world’s best shows and movies in style.
“The range caters for all ‘Bingers’. From the ‘lounge room fashionistas’ and the ‘skinny jeans resisters,’ to the ‘invitation decliners’ and the ‘indulgent couch recliners’. Put on your inactivewear, switch your phone to silent and escape with unturnoffable drama, reality, lifestyle, comedy, movies and more at your fingertips.”
News Corp research on behalf of Binge found that 57% of Australians are watching 20% more content during COVID-19. News Corp majority owns Foxtel.
The campaign to promote the new line will appear on radio, digital, print, PR and influencer marketing. It was created by Thinkerbell.
The campaign features Inactivewear ambassador Tahnee Atkinson.
Atkinson said: “I’m delighted to help Binge launch Inactivewear – a range that will allow Australians to up their style-game, while they relax at home and binge on all their favourite content.”
Thinkerbell’s Adam Ferrier added: “It’s hard to say what was more rewarding, bringing two great clients together, designing a fashion line, or working with some of the most experienced faces in fashion… Either way it was a lot of fun and incredibly comfy. It’s wonderful to see Binge take such a creative approach to getting their name out there.”
Alexander Meyer, chief marketing officer at The Iconic, said of the partnership: “We loved joining forces with Binge and Thinkerbell to bring this lounge-inspired capsule to life. Binge X The Iconic Inactivewear has already been an instant hit with our comfort-loving customers gravitating to functional, yet fashionable leisurewear.”
The Hallway is Binge’s creative agency.
Credits
Clients: Binge & The Iconic
Creative, PR & Influencer engagement: Thinkerbell
Production Company: Clockwork Films
Photographer: Janyon Boshoff
Retouching: Limehouse
Wow – this is different! It’s very cool. Very cool…..
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Clever marketing – everyone wins. Great opportunity for The Iconic – everyone will want to do colabs with them now!
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Tinkerbell again. This is becoming absurd.
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Cute campaign, but why is “inactivewear” in quotations? There are numerous companies selling inactivewear out there already, including charities. Did anyone check to see if this idea is in fact original, or was it stolen by advertising as we tend to do? It’s cool if it was stolen, but let’s not act like it is an original idea.
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Pity the app is so badly designed that it is riddled with error messages. Did they rush this service out? Check out the reviews. Customers not happy and they are doing the whole “turn it on and off” as their troubleshooting advice!
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Pretty cool idea, but charging $100 for a promo hoodie is a stretch
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I’m curious to know if these items have been made with consideration for environmental and social impact.
Are they made from sustainable or recycled fabric – even partly? What country were they designed and produced? Was the supply chain fully transparent to ensure absolutely no human exploitation was involved?
Considering Thinkerbell has just launched its consultancy for social good (which is a brilliant thing, well done), this kind of non-traditional campaign would be a great opportunity to show how that manifests in the work, and not just words. Especially when you can purchase ethically made leisurewear cheaper than the price point for this range.
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I like this idea! The ad seems pretty cheap though?
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