Apsa Centros Comerciales Case study MY-NNEQUIN by David Buenos Aires

MY-NNEQUIN

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Industry Retail, Distribution & Rental companies
Media Case study
Market Argentina
Agency David Buenos Aires
Director Javier Usandivaras
Creative Director Ramiro Rodriguez Gamallo, Matías Lafalla
Account Supervisor Justina Lioy Lupis
Released May 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Retail & E-Commerce, including Restaurants Bronze

Credits & Description

Type of entry: Product & Service
Category: Retail and E-Commerce, including Restaurants
Advertiser: APSA CENTROS COMERCIALES
Product/Service: DOT BAIRES SHOPPING
Agency: DAVID Buenos Aires, ARGENTINA

ECD: Joaquin Cubria (David)
ECD: Ignacio Ferioli (David)
Creative Director: Matías Lafalla (David)
Creative Director: Ramiro Rodríguez Gamallo (David)
Acount Manager: Emanuel Abeijón (David)
Account Supervisor: Justina Lioy Lupis (David)
Agency Producer: Sebastian García Suarez (David)
Production Company: Rebolucion (Rebolucion)
Director: Javier Usandivaras (Rebolucion)
Production: Sake (Sake)



Results and Effectiveness


During the action, more than 1000 people wanted to have their mannequins in our shop windows.
More than 295,000 people participated through our fanpage and voted on the mannequins that would be displayed on shop windows.
The mannequins were displayed on the shop Windows of more than 50 top brands.
And finally, we duplicated the brand awareness from 40% to 80%.



Creative Execution


People can go shopping or simply walk around the malls, but there is something that always remains the same: their eyes are always on the shop windows.

From this insight, we reached the conclusion that this had to be our media platform. Consequently, we decided to base our campaign on a new and innovative way to use shop windows.

The action started with a casting process at the mall and continued through the fan page where people could vote for the winners.

Participants also shared their casting photos and, therefore, spread the campaign though their own walls.

Finally, a revealing event took place at the mall and the mannequins were displayed in the shop windows.

In this way, we were able to move away from the visual pollution at malls and the boring and forgettable banners, trademarks and signs.



Insights, Strategy and the Idea


Objectives
In Buenos Aires, there are 20 malls competing within a small area.
At a time when people choose malls mainly due to comfort and proximity, and having opened only 3 years ago, we needed to differentiate DOT and strengthen its bond with customers.
And we needed to do it from the most important place for a shopper: the shop windows.
Target
The target audience is families and couples between 25 and 40 years old who are searching for a friendly and pleasant experience while trying to avoid boring buys.
Therefore, we positioned DOT as a modern, recreational and informal mall.
Strategy
We discovered that all malls have something in common: their mannequins are cold, inexpressive and very different to real people.
We decided that our strategy would be to make DOT’s customers feel identified with its mannequins.
Relevance
We were able to alter the stereotyped shop window displays and, therefore, people not only began to feel identified with DOT but also started to feel a part of it.