Mio Promo PINK CUSHION by Milk

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market Sweden
Agency Milk
Creative Director Torkel Norling
Art Director Martin Ohlsson
Copywriter Niklas Moberg
Released October 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: MIO
Product/Service: FURNITURE CHAIN
Agency: MILK
Date of First Appearance: Oct 1 2010
Entrant Company: MILK, Göteborg, SWEDEN
Art Director: Martin Ohlsson (Milk)
Copywriter: Niklas Moberg (Milk)
Creative Director: Torkel Norling (Milk)
Production Leader: Marcus Aggfelt (Milk)
Account Manager: Anna Reynold (Milk)
Media placement: Product - Cushion - In Store - 1 October 2010
Media placement: Product - Cushion - DM to media/blogs - 1 October 2010

Describe the objective of the promotion.
Swedish furniture chain Mio decided to participate in the Pink Ribbon campaign by selling a pink cushion. Our mission was to market the pillow, Mio’s partnership with the campaign and generate awareness of the importance of examining yourself regularly.

Describe how the promotion developed from concept to implementation.
The creative solution was inspired by the problem. We manufactured lots of small pink cushions, and placed one in every big cushion. But we didn’t tell anyone about the hidden lump. Instead, we let everyone who bought the pink cushion discover the lump with their own hands. 

Explain why the method of promotion was most relevant to the product or service.
Those who were curious enough to examine the lump were met by a thank you for their contribution to the fight against breast cancer. Delivered by a very physical reminder to examine themselves regularly, and spread the message to someone near and dear.

Describe the success of the promotion with both client and consumer including some quantifiable results.
All 4,000 cushions sold out immediately and became a trending topic in social media. Featured in national Swedish television, radio and magazines. All the proceedings went to the Pink Ribbon campaign. Giving not only money, but also awareness of the importance of examining yourself regularly.