BOITY LAUNCH

LEGiT

We were the appointed through-the-line agency for LEGiT for a period of 7 years. In that time we primarily played in the role of a below the line agency where we were responsible for a number of things. We formulated creative concepts that we executed during the launches of their summer and winter ranges. For the annual summer range launches we tapped into celebrity relationships as ambassadors that forged a mutually beneficial relationship. During the winter launches renowned SA designers co-created ranges that would be accessible to the customers. The LEGiT customer was the focal point of the brand and as such we engaged their various customers across the SADC region using the platforms of roadshows. These brought the fashion experience to the customers. The programme included brand knowledge competitions and a fun environment was created highlighting the elements of music, fashion and dance. Over the years we built a strong media following for the brand hosting them at media launches as well. The partnerships created included working with Chevrolet under the name ‘Chevrolet drives LEGiT fashion’ for the roadshow legs of the summer ranges. We created great leverage for the LEGiT brand by creating an audience for them within the Varsity Cup tournament. We used the Miss Varsity Cup pageant as a way to engage with university students in order for them to experience the brand. From the former title holders, Demi-Leigh Nel Pieters, has had the most success since. She went on to become Miss South Africa 2017 and Miss Universe 2018.

WHAT WE DID