mey GmbH & Co. KG

„Welcome to the good life“: Mey launches a large-scale TV campaign.

Mey GmbH & Co. KG is one of Europe’s leading brands for high-quality women’s and men’s underwear, lingerie, nightwear, and loungewear. As a family-owned business since 1928, Mey emphasizes top quality, innovation, and sustainability throughout the production process.

Many consumers still perceive Mey as traditional and classic. To convey the brand’s broader appeal and increase brand awareness, the company launched a TV campaign in March 2022. The media strategy was international, targeting Germany, the Netherlands, Austria, and Switzerland.

The campaign, titled “Welcome to the good life – seriously sexy underwear,” features various protagonists of all ages dancing to a reinterpretation of the famous song “I’m Too Sexy.” The TV campaign was extended online and offline through a 360-degree campaign. For Mey, this advertising initiative represented one of the largest marketing investments in the company’s history.

An overview of our collaboration

  • The strategic focus was clearly on placing ads on high-reach TV channels with strong quality standards and trustworthy environments.
  • In Germany, the 15-second spot aired during the early evening programming on public television.
  • We handled not only the media planning, media buying, and execution for the German market but also for Austria, Switzerland, and the Netherlands.

Here you can watch the spot.

Type of media that has been selected

TV

The strategic focus of the international TV campaign was on placing ads on high-reach TV channels with high standards of quality and trustworthy environments. In Germany, the 15-second spot aired during the early evening program on public television. The spot, under the motto “Welcome to the good life – seriously sexy underwear,” featured various protagonists of all ages dancing to a reinterpretation of the well-known song “I’m Too Sexy.”

More about TV ADVERTISING

Services provided

Strategy & Concept
Many consumers still perceive the Mey brand as traditional and classic. To better communicate the brand's direction and range, and to increase brand awareness, we focused on TV advertising—specifically in program environments that resonate with the target audience on public television. Read more
Media planning
The media strategy was designed with an international scope, which is why the TV campaign ran not only in Germany but also in the Netherlands, Austria, and Switzerland. We handled media planning for all four markets. In Germany, we chose public television channels and placed the 15-second spot in the high-reach early evening programming. Read more
Media buying
Across the four markets, we negotiated the best possible placements with the broadcasters to optimally reach the target audience. During the spot time purchase, we consistently focused on efficiently utilizing the budget. Read more
Implementation
We handle the entire coordination process, including the transfer of advertising materials to the broadcasters, ensuring all deadlines are met. Through close communication with the channels, we can manage any necessary adjustments in scheduling as needed. Read more
Reporting
To evaluate the success of the campaign, Mey received regular reports during its runtime and a comprehensive report upon completion. Read more
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