Sapph: proud to be load

The Sapph billboards: The new lingerie brand Sapph is enormously popular in Europe. And the head office in Amersfoort knows that doesn’t happen by just lying back and waiting. A question of being everywhere at once, in the front row and metres high. With striking photography. The designers explain it like this: ‘The billboards are instantly readable’. 

1. Creator Rob Heilbron
‘You ain’t seen nothing yet’
‘We´ve launched several national campaigns this year’, says marketing man Rob Heilbron, who certainly doesn´t give the impression that he´s worried about the credit crisis. On the contrary! The economy has to be kept moving, and it´s money that greases its wheels! Sapph thinks anti-cyclically. Currently there are more than 700 Dutch billboards proudly displaying Sapph’s products, and that’s been achieved in less than a year. Heilbron: ‘Even though we’re a relatively new brand, our brand recognition is high. The consumer knows where to find us; our turnover has more than doubled this last year. You just can’t expect people to buy your product if they’ve never heard of you. Sapph is a strong brand, bold, top-quality and affordable.
The shop owners have the impression it sells itself, but at the Sapph head office they know better: you have to work hard to get women’s attention for your product, and we do that full of enthusiasm. We’ll never rest on our laurels. We’ll keep at it. Right into 2009.
You ain’t seen nothing yet.’

2.  Model Dorien Rose
‘You´re that Sapph girl aren´t you?’
‘I’ve been getting responses every day since doing Sapph. From friends but also from complete strangers. ‘You´re that Sapph girl aren´t you?’ they´ll say. There´s just no getting away from it. You´ve got no choice, because I’m everywhere. It gives me a kick…!’

3. Photographer Torben Raun
‘Sapph imagery is just as daring as it is different’
‘Sapph imagery is sophisticated yet simple. I put a lot of work into creating the unique look of the images, so the billboards are instantly recognisable, there´s just no doubt about which lingerie brand is being advertised here. While many other lingerie brands use the same kind of imagery, Sapph imagery is just as daring as it is different. Most people really like it, a few people don't but at least they’ll know what Sapph is. The billboards are instantly readable. It’s really the perfect combination. Instantly readable images and text, most people don't get more than a second or two to look at a billboard as they pass it. When Dorien’s at her best, she’s unbeatable. She’s got such distinctive photogenic features, like Bridget Bardot or Marilyn Monroe had. And as a Sapph icon, her appeal is so strong you just have to look at her, she epitomises everything that’s feminine.’