Portuguese Red Cross: "STORE THAT SELLS HOPE" Ambient Advert by Leo Burnett Lisboa

Type of Entry: Use of Media
Category: Best new Product Launch/Re-Launch at Retail
Title: STORE THAT SELLS HOPE
Advertiser/Client: PORTUGUESE RED CROSS
Product/Service: RED CROSS DONATIONS/HOPE
Entrant Company: LEO BURNETT LISBOA, PORTUGAL
Sales Promotion/Advertising Agency: LEO BURNETT LISBOA, PORTUGAL
2nd Sales Promotion/Advertising Agency: ARC WORLDWIDE LISBOA Lisbon, PORTUGAL
Creative Credits
Name Company Position
Chacho Puebla Leo Burnett Lisboa Creative Director
Erick Rosa Leo Burnett Lisboa Copywriter/Creative Director
Renato Lopes Leo Burnett Lisboa Art Director/Creative Director
Cristina Almeida Leo Burnett Lisboa Production Director
António Junior Leo Burnett Lisboa Graphic Producer
António Franca Leo Burnett Lisboa Graphic Producer
Marta Guimarães Leo Burnett Lisboa Account Director
Inês Almeida Leo Burnett Lisboa Account Director
Renata Ferreira Leo Burnett Lisboa Account Executive
Federico Bosch Arc Worldwide Lisboa Digital Producer
Mónica Rocha Arc Worldwide Lisboa Digital Producer
Daniel Palma Arc Worldwide Lisboa Designer
Tura Leo Burnett Lisboa Creative Advisor
Hugo Lage Leo Burnett Lisboa Av Producer
Details
Describe the brief from the client:
The Portuguese Red Cross needed to raise funds for its main causes during the Christmas Season. We decided to promote the sale of a new product: Hope. For that we built a retail store inside a popular shopping mall in Lisbon. To sell Hope, a product you can’t see, touch, wear or hear. But feel. And promote as the perfect gift alternative for this Christmas.
Describe how the promotion developed from concept to implementation:
Once the idea of selling Hope was born, we searched for the perfect spot in a popular shopping center. Architects, engineers, creatives and the client, together built it in record time. We promoted the the sale of Hope just like we would with a regular Store. But with the emphasis on the fact people could buy Hope. At the end, the goal was to have people feel the experience of shopping. Because even though they left the store with their hands empty-- they would leave with their hearts full.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Hope became the perfect gift alternative this Christmas. The promotional efforts led to hundreds lining up to buy Hope on opening night and the Store reached the Mall’s top ten in sales in the first day. Due to the success there are solid plans to open new stores in Portugal, Spain and wherever there’s a Red Cross. And finally, to promote the sale of Hope was to promote the Red Cross, which has now risen remarkably in terms of awareness. After all, selling Hope has definitely changed the way people see the act of giving.
Explain why the method of promotion was most relevant to the product or service:
It was a Store that sold a product you cannot touch or see. And it was surrounded by dozens of actual stores with thousands of products. All that inside a mall during the busiest shopping season of the year. So, the promotional effort of advertising Hope as a gift alternative for Christmas, as a product proved to be just right. Because people embraced the idea and identified the Red Cross as part of the shopping experience. Also the way Hope was promoted was crucial to the success. With different sizes, values and kinds as they related to the different causes.