Moda Pacifica Promo, Case study PAINT-TO-PURCHASE by Integer\Asia Pacific Singapore, Tequila\ Singapore

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PAINT-TO-PURCHASE

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Industry Shoes
Media Promo & PR, Case study
Market Singapore
Agency Integer\Asia Pacific Singapore
Agency Tequila\ Singapore
Art Director Roger Tan, Kc Chung, Nuno Teixeira Tbwa
Released March 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: MODA PACIFICA
Product/Service: HAVAIANAS
Agency: TBWA\TEQUILA SINGAPORE
Agency: INTEGER
Date of First Appearance: Mar 26 2011
Entrant Company: TBWA\TEQUILA SINGAPORE, SINGAPORE
Creative at large: John Merrifield (TBWA / Tequila)
Creative Head: Eddie Azadi (TBWA / Tequila)
Creative Head: KC Chung (TBWA / Tequila)
Art Director: Roger Tan/KC Chung/Nuno Teixeira (TBWA / Tequila)
Writer: Eddie Azadi/Clara Tehrani (TBWA / Tequila)
Account Manager: Mai Yagi (TBWA / Tequila)
Account Director: Mikimasa Hamamatsu (TBWA / Tequila)
Media placement: Canvas - Bugis Junction Mall - 26 March 2011
Media placement: Social Media - Twitter, Facebook - 26 March 2011

Insights, Strategy & the Idea
Having opened three stores, HAVAIANAS wanted to launch a fourth. Our aim was to drive traffic and sales at the new store.

At an average price of US$30 a pair, it’s a lot to pay for a rubber sole with straps. Also, the new location lacked prime retail space and was no different from the three current stores. Where was the incentive? To top it off, our total budget was next to nothing.

Retail events tend to be loud and direct to get attention. It's reached a point where people switch off or become immune. As HAVAIANAS is about fun, colour and creativity, we relied on what the brand values to really engage and excite.

Introducing HAVAIANAS Paint-to-Purchase: Art that encourages action. Every time a masterpiece is made, you get a different offer.

Rather than shout, we let our paintings do all the talking.

Creative Execution
We recruited art students across Singapore to showcase their skills.

One after another, artists had exactly two hours to create a made-for- HAVAIANAS masterpiece. It could be a painting, illustration, collage… anything.

Each masterpiece had a special deal attached, which took effect once the artwork was finished.

To redeem, a picture must be taken with your mobile phone and presented in-store. (Your phone became your voucher.) Time was of the essence! The deal was valid until the next masterpiece was completed.

We had 12 paintings, 12 deals, over 2 days.

Even if you didn't attend the event, you could follow the progress of each masterpiece via regular updates on Facebook and Twitter.

As enticing as the offers were, it was playful curiosity and the last minute reveal-of-the-deal, which brought the crowd and fuelled excitement.

Results and Effectiveness
After the 2-day event:
• 8,132 people visited the store
• Most offers were fully redeemed within 10 minutes
• 3,607 pairs of HAVAIANAS were sold (8x more than the previous store launch)
• Followers on Twitter increased by 1,233%
• The event attracted thousands of people
• HAVAIANAS Paint-to-Purchase will now roll out regionally