COINS by Demner, Merlicek & Bergmann for CLEAN CLOTHES

Adsarchive » Promo » CLEAN CLOTHES » COINS

COINS

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Austria
Agency Demner, Merlicek & Bergmann
Creative Director Franz Merlicek
Art Director Roman Steiner
Copywriter Arno Reisenbuechler
Released November 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: CLEAN CLOTHES
Product/Service: FAIR WORKING CONDITIONS
Agency: DEMNER MERLICEK & BERGMANN
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: DEMNER MERLICEK & BERGMANN, Vienna, AUSTRIA
Creative Director: Franz Merlicek (Demner, Merlicek & Bergmann)
Art Director: Roman Steiner (Demner, Merlicek & Bergmann)
Copywriter: Arno Reisenbuechler (Demner, Merlicek & Bergmann)
Graphics: Stefan Oehner (Demner, Merlicek & Bergmann)
Account Manager: Kristin Maack (Demner, Merlicek & Bergmann)
Media placement: Coins pasted up with info sticker - Stores in Vienna (H&M, New Yorker, Peek & Cloppenburg, Foot Locker) - 9th Nov. 2009

Describe the objective of the promotion.
The Clean Clothes initiative champions the cause of decent working conditions in the international clothing industry. One goal is to point out to young consumers that many of the cheaper textile retail chains still have their goods produced in low-wage countries and thus breach both human rights and employment law on a daily basis.

Describe how the promotion developed from concept to implementation
In several selected stores in Vienna, coins, ranging in value from 5 to 20 cents, were placed in trouser, jacket and shirt pockets and in shoes. The coins represented the hourly wage of the workers in Asia and Latin America who produce the garments. A sticker on the reverse side of the coins explained the low wage situation in the developing countries and prompted the recipient to visit the Clean Clothes’ homepage.

Describe the success of the promotion with both client and consumer including some quantifiable results
Visits to the Clean Clothes’ homepage rose by 25% during the promotional period.

Explain why the method of promotion was most relevant to the product or service
A high-impact campaign was brought to bear directly against the target group at total costs of only 30 euros per day.