Bluefly launches $3 million national ad campaign
Bluefly Inc. today launched a $3 million national ad campaign designed to portray its site as a premier online destination that sells in-season, on-trend designer apparel and accessories at low prices, rather than as just a discount site.
The fall ad campaign—with the theme “That’s Why I Bluefly”—shows a naked woman standing in front of a full closet, frustrated at finding nothing she wants to wear. Her solution is to wear nothing at all. “The nudity helps make the closet situation believable, and we want to represent it truthfully,” said Melissa Payner, Bluefly CEO.
Bluefly, No. 123 in the Internet Retailer Top 400 Guide to Retail Web Sites, shot two versions of the print and TV ads—one with the nude woman and one without—after media outlets expressed concerns about the nudity, the company said. Both the censored and uncensored versions of the ads will be available at www.bluefly.com.
The campaign targets women between 25 and 49 years old. New York’s McCaffery Gottlieb & Lane is the ad agency of record.
Television commercials are slated to appear during Sex and the City on TBS and on Bravo beginning Oct. 19. Print ads will run in Elle, Harper’s Bazaar, In Style, Lucky, Marie Claire, Real Simple and Vogue, beginning today.
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