Migros DM SUN LOOK by Advico Y&R Zurich

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SUN LOOK

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Industry Skin Care
Media Direct marketing
Market Switzerland
Agency Advico Y&R Zurich
Executive Creative Director Thomas Engeli
Art Director Oliver Glutz Von Blotzheim
Copywriter Patrick Bucher
Typographer Joelle Hauser
Released August 2011

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: MIGROS
Product/Service: RETAIL BUSINESS
Agency: ADVICO Y&R
Chief Creative Officer: Markus Gut (Advico Y&R (Y&R Group Switzerland))
Executive Creative Director: Thomas Engeli (Advico Y&R (Y&R Group Switzerland))
Copywriter: Patrick Bucher (Advico Y&R (Y&R Group Switzerland))
Art Director: Oliver Glutz Von Blotzheim (Advico Y&R (Y&R Group Switzerland))
Typographer: Joelle Hauser (Exxra Kommunikation (Y&R Group Switzerland))
Managing Director: Susan Baumgartner (Exxra Kommunikation (Y&R Group Switzerland))
Promotion: Pamela Gemperli (Allaccess (Y&R Group Switzerland))
Media placement: T-Shirts - Open Air Festivals - 15.08.2011

Describe the brief/objective of the direct campaign.
It's time for open air festivals: every year, cheerful vibes, good music, and sunshine allow everyone to forget their worries - and their sun blocker. How do we make the visitors of open-air festivals in Switzerland aware of the importance of UV protection - before the sunburn?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea is to distribute T-Shirts with a built-in sun alert. This alert is triggered as soon as the
T-Shirt is exposed to UV rays. Thereby the people wearing the T-Shirts and the people
around them are alerted - early enough, and in a surprising manner.

Explain why the creative execution was relevant to the product or service.
The secret is UV-sensitive paint: the incisible 'Sun alert' imprint on the T-Shirts turns red
instantly as soon as it is touched by sunlight. The importance of early sun protection becomes obvious. If the sunlight is really intensive, the imprint appears in a burning lobster-red. It fades with decreasing UV intensity, and completely disappears when there is no UV light.
Promotors distributed the T-Shirts together with Sun Look sun blocker samples to festival
visitors.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The promotion attracted attention and was not only a topic for conversation, but also gave
opportunity for some flirting. The T-Shirts were very popular at open-air festivals and out of
stock in the shortest amount of time.