Landmark Print BADDIE BAGS by J. Walter Thompson Bangalore

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Industry Retail, Distribution & Rental companies
Media Print, Magazine & Newspaper
Market India
Agency J. Walter Thompson Bangalore
Creative Director Senthil Kumar, Vijay Joseph
Art Director George Abraham
Copywriter Vijay Joseph
Designer George Abraham
Released September 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: SHOPPING BAG
Agency: JWT
Chief Creative Officer: Bobby Pawar (JWT)
National Creative Director: Senthil Kumar (JWT)
Creative Director: Vijay Joseph (JWT)
Creative Director: Senthil Kumar (JWT)
Art Director: George Abraham (JWT)
Designer: George Abraham (JWT)
Copywriter: Vijay Joseph (JWT)
Media placement: Shopping Bags - 5 Designs - 10+ Lifestyle Retail stores across Bangalore City - 1 November 2011 - 2 Months
Media placement: Shopping Bags - 5 Designs - 126 Lifestyle Retail stores across India. - 30 November 2011 - 2 Months

Describe the objective of the promotion.
The objective was to provide kids shopping at our client's store - Lifestyle - with a fun alternative to conventional plastic shopping bags that were banned by the Bangalore Metropolitan Corporation. The idea was to get kids to know the significance of the ban and to help them learn the power of reusing everyday things.

Describe how the promotion developed from concept to implementation.
Instead of providing shoppers with regular paper bags that they would discard after a single use, we designed bags that they could not refuse and in fact, re-use. The result was a series of 5 shopping bags that could be used as fun toys by kids and recycled by them directly as face masks. And hapless parents were often seen carrying the clothes and toys in their hands as the kids would refuse to take them off. These bags would not just support the ban of plastic but in fact promote Lifestyle as an innovative and eco-friendly store.

Explain why the method of promotion was most relevant to the product or service.
Baddie Bags helped educate the kids on the ban of plastic bags in an engaging manner and drove home the larger point - recycling paper bags. The kids themselves brought this alive by recycling the paper bags as baddie face masks in the store and outside. The bags/masks were a fun way to teach kids the power of reusing everyday things.

There have been several instances where the bags were sold out at a store and tantrums were thrown by both kids and their parents until fresh bags were sourced from other Lifestyle stores.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Baddie bags were distributed free-of-cost initially at delivery counters across all 126 Lifestyle stores. The real reward came in the unprompted reactions of kids to the bags.

Since these bags were often sold out and demand exceeded daily production, Lifestyle made these bags as a product on sale at a base price of Rs.20 per bag in the kids section across stores. Today, Lifestyle earns 5% of its overall revenue in the kids section from the sale of these bags.