Campaign Objectives

Target audience:
With the launch of #zebforeveryone, the fashion chain wants to adapt its 71 stores to the needs of people with disabilities. And that is a necessity, because shopping still too often remains a challenge for them. A survey showed that almost 7 in 10 respondents would shop more physically if the stores had all the necessary facilities.

Raise awareness on the shopping possibility for disabled consumers.
Make it possible for everyone to visit the store.

Strategy & Execution

– A Direct Mail for awareness
– Make Zeb a brand that cares for litteraly everyone.
– Very soft drive to store or web, by mentioning the clothes & prices at the side.

Reason Best Practice

– Zeb starred disabled people in this fashion magazine by letting them share their story and litteraly giving them a voice.
– It is not because you are different, that you matter less. Zeb chooses to put the story of the people first, with their clothes as a side kick. Bold, and loving it.
– The campaign is about raising awareness that zeb stores are adapted to disabled people and that they are listening to them. Staff is trained to be more helpful when needed. So the drive to store is present, but very soft.

The Eye of the Expert

“I’m in awe of this Direct Mail! I can nothing but root for this communication. The way Zeb communicated about their adapted stores for disabled people by giving them a voice is truly amazing. #zebforevryone, I’m a fan.”
Katrien Merckx